To cre­ate a solu­tion that tru­ly meets the needs of your audi­ence, a sol­id and val­i­dat­ed tar­get group analy­sis is essen­tial. This process has active­ly involved peo­ple direct­ly or indi­rect­ly affect­ed by the prob­lem – through inter­views, sur­veys, or co-cre­ation work­shops.

Assump­tions about needs and expec­ta­tions have been test­ed with real data, pro­vid­ing a real­is­tic view of what mat­ters most. In addi­tion to under­stand­ing the core prob­lem, poten­tial gaps between your intend­ed user group and actu­al pay­ing cus­tomers have been explored – for exam­ple, when the prod­uct is used by indi­vid­u­als but paid for by busi­ness­es or fun­ders (e.g., B2B or pub­lic insti­tu­tions).

The com­plet­ed tar­get group analy­sis is ground­ed in con­crete feed­back and clear­ly shows how rel­e­vant your solu­tion – and its fea­tures – are to the peo­ple you’re try­ing to reach. This forms the foun­da­tion for refin­ing your prod­uct or ser­vice and build­ing cred­i­ble impact.