Target group research for Proefdiervrij (Animal-Free Research)

In order to use its marketing and communication as effectively as possible, Proefdiervrij wanted to gain more insight into its target group. This research helped them to better understand different segments within their target group and to address them in a more targeted manner.

Our approach

In order to accurately identify Proefdiervrij's target group segments, a kick-off meeting was held to jointly determine the research design. An online questionnaire was then developed and distributed to a representative panel. The data obtained was analyzed using factor analysis to identify patterns in the responses. Based on this, a cluster analysis was performed to divide the target group into distinct segments.

In a joint session with Proefdiervrij, the segments were discussed and given recognizable names. For each segment, a detailed description was then drawn up of what this group looks like, what their interests are, and how best to approach them in communications.

Results

In addition to the segmentation report, Proefdiervrij also attended an additional workshop to develop personas for each target group. This helps to translate general target groups into 'real' people, enabling communication and marketing to be organized more effectively.
By developing personas together, the Proefdiervrij team immediately gained more insight into and a better feel for the target groups, which helps in implementing the research results in daily practice.

With these insights, Proefdiervrij can target its campaigns and communication more effectively and better respond to the needs and interests of its target group.

Working with you, the Markteffect, felt like a real energy boost for us at Proefdiervrij! Your passion and knowledge not only brought new insights and fresh ideas, but also something we are incredibly happy with: the detailed segments and personas. These are already having an impact on our communication and approach. It's great to see how this is helping us to be even more targeted in our contact with our audience. Together, we are building change and striving for a world without animal testing." - Romy Penningnieuwland, Communications Advisor at Proefdiervrij

Specialists who worked on this

Markteffect an independent research agency specializing in providing insights based on market research. This project was made possible by a team of expert professionals with extensive knowledge and experience in the field of market research. If you have any questions about this research or are interested in how we can help with a similar project, please do not hesitate to contact us. We are happy to assist you!