Why do I need target group insight?
Change projects are often a response to a specific group of people who have a specific need for change. So if the content doesn’t reach this target group, then you’re pretty much just throwing money away. At Task, we put the target group at the centre of the development process and look at the entire service from their perspective. This leads us to develop customised content that aligns with the target group's real needs. Here we’ll give you a glimpse at our insight process.
Our insight process in 5 steps
In the first phase (1), we conduct exploratory studies, most often engaging qualitative research methods like focus groups and in-depth interviews. This helps us get at the heart of the target group’s experiences, challenges and feedback. In the following phases (2, 3 and 4), we analyse the collected material, which in turn forms the basis for further design and content development. In the last phase (5), we test the product we’ve developed with a selection of pilot users to ensure the best possible final result.
We can illustrate this with a concrete example. With the learning platforms Let’s Talk (“Snakkes” in Norwegian) and Buddy (“Kompis” in Norwegian), developed for Skills Norway, we conducted several rounds of testing with various target groups to ensure our content and format were working well.
First, we spent time getting to know the target group through in-depth interviews. Based on data gathered from the interviews, we developed a prototype that was tested and adjusted continuously based on new and ongoing conversations with the target group.
Through continuous analysis and user testing during the development, the result was a product that is both relevant and captivating for the target group.
Read about how you can use qualitative and quantitative research to tailor your content here. Contact Vegard Skuterud to learn more about how our insight can help your projects hit your targets more accurately.