Markeds- og målgruppeanalyse
From trend to strategic insight
Empower your business with a market and audience analysis with trend perspective
pej gruppen , in collaboration with Noehow, offers a market and target group analysis with perspective in relation to zeitgeist, trends and consumer behavior.
In an ever-changing and competitive business world where the consumer is constantly reacting to the zeitgeist, it's crucial that your business has a clear and accurate picture of your markets and target audiences.
Analysis can help you gain a clear understanding of your customers' needs and preferences, identify new market opportunities, strengthen your competitive position, reduce risks and make informed decisions. As such, it can be an invaluable guide to your company's strategic direction.
Why is market and audience analysis essential for any company that wants to move forward in a dynamic business world? And why does it make sense to combine it with trend and consumer understanding?
Understanding your customers
An analysis identifies target groups and provides insight into customer needs, wants and behavioral patterns. This makes it possible to customize products and services according to their preferences and thus increase customer satisfaction.
Reducing risks
By gaining a comprehensive understanding of the market and target audience, you are able to make well-informed decisions about your business strategy. This not only minimizes the risk of mistakes and failures, but also increases the chances of success.
Opportunities and threats
A thorough analysis of the market and target audience can reveal new opportunities and potential threats. This allows you to adapt your strategies and act proactively to changes in the market.
Effective marketing
With knowledge of your audience demographics, interests and buying and mediabehavioryou can target your marketing strategies more precisely.
Strengthening competitiveness
Analytics gives you a competitive advantage by enabling faster and more accurate adaptation to market changes and customer needs.
Whether you work with interiors, fashion, food or something completely different, we can do market and target group analysis for you. Read how we have worked with Eva Solo, DFDS, DaneAge and SuperBrugsen Auning to strengthen their business.
Analytics for a wide range of industries
Interior design
Clothing
Furniture
Interior
Kitchen & Kitchenware
Shoes
Jewelry/glasses
Holidays and travel
Experiences
Food/groceries
Sports
Media
By purchasing an in-depth market and audience analysis, you get specific
A 1-hour kick-off meeting where we dive into your specific challenges and goals.
Data collection and analysis to help you identify opportunities and minimize risks.
A market and audience report that presents the wants and needs of the target audience in a clear and understandable way.
A perspective in relation to zeitgeist, trends and consumer behavior in order to map expected future developments.
A 2-hour walkthrough of the report (delivered in PowerPoint format) where our experts from pej gruppen and Noehow guide you through the key findings and conclusions.
Price from DKK
25.000,-
Price excludes VAT and fees
Please note that our recommendations are based on multiple sources and years of experience.
Case descriptions
Eva Solo, a leading kitchenware and interior design company, was looking for a market and target group analysis to support their communication strategy.
pej gruppen and Noehow conducted an analysis that included identifying four target groups, evaluating awareness of Eva Solo and competing brands, and assessing the company's positioning in the market. The aim was to form the basis for precise recommendations regarding communication platforms and strategies that would optimize brand visibility and appeal to the right customers.
DFDS (Det Forenede Dampskibs-Selskab) wanted an analysis of their market and target groups in order to strengthen their position in the market. Noehow and pej gruppen identified key target groups and analyzed their awareness of DFDS, including usage and consideration patterns based on demographics, lifestyle and life stage. By examining the interests and attitudes of the target group, we were able to tailor recommendations for new initiatives. Analysis of competitors and market dynamics provided insight into DFDS' positioning and opportunities for differentiation.
"The workshop was very inspiring. It gave an unusually good insight into the zeitgeist and trends in the segments that are most important to us. The fact that it was delivered in a sharp and funny way didn't make it any less engaging. It was also great to have concrete tools on the table. All too often, such presentations are general and with a little 'fluffy' input, but here there were concrete initiatives and tools to move forward with."
- Head of route Marketing DFDS, Jette Vestergaard.
DaneAge, focused on the welfare of seniors, wanted to better understand the different livsfaser its members to customize its offerings.
pej gruppen and Noehow identified key life stages, assessed the relevance of existing offers and suggested adjustments to communication based on knowledge of seniors' behavior, needs and wishes. The analysis recommended a structural change, including removing outdated offers and adding new ones, as well as adapting communication to different audiences to ensure relevance and engagement.
SuperBrugsen in Auning wanted insight into the local area's target groups, demographic development and livsfaser to strengthen its positioning and develop targeted action plans.
The analysis included target group analysis from multiple angleslivsfaser, generations, segmentation models) as well as a thorough market and competitor analysis. The findings led to detailed target group descriptions and strategic plans for future initiatives that ensure alignment with the needs of the customer base and improvement of the market position.
"As a strategy facilitator over two afternoons, Louise was outstanding. Louise got the entire board activated and got the best out of all of us. High-level analysis, knowledge and strategy - but at eye level. Five stars from here!"
- Ulrik Torp Kvistgaard, Chairman of the Board SuperBrugsen Auning
FDB Møbler, a recognized Danish furniture brand with strong design roots, is facing a separation from Coop after the closure of their primary online sales channel, Coop.dk This has initiated work with brand, communication and sales via own stores and own online platform. pej gruppen and Noehow delivered a targeted analysis that identified core target groups, evaluated competitor positions and presented strategic communication recommendations. This created a strong platform for FDB Møbler to strengthen their brand and attract new customer segments.
"We think it's a powerful tool when it comes to choosing a direction for our brand - both in terms of the customers we have and the customers we want to attract. We think we can use it to dig even deeper into our customers and opportunities in the market. In addition, a well-supported material and a super nice presentation."
- Ole Kiel, CEO, FDB Furniture
For almost 50 years, pej gruppen has been analyzing zeitgeist, trends and consumer behavior, and has thus gained a great deal of insight. This provides a unique basis for understanding the current and future wants and needs of target groups. With pej group CEO Louise Byg Kongsholm's expertise as a foundation, you can be sure that our analyses are carried out with the highest degree of insight and professionalism.
Dorthe Noe is a seasoned audience specialist with over 30 years of expertise in segmentation and targeting methods. Her extensive experience has given her an in-depth understanding of business and market dynamics across various industries. With a focus on analyzing behaviors, values, habits, action patterns, attitudes and preferences, she brings valuable insights,
Would you like to hear more?
We are happy to have a non-binding chat with you about your needs. Fill out the form and we will get back to you or contact us directly at mail@pejgruppen.dk or (+45) 9711 8900.
Frequently asked questions
Knowledge about the market, customers, competitors, zeitgeist, trends and consumer behavior is relevant to the entire organization, including strategy and management, business and product development, marketing and sales.
Target audience analysis helps identify those we want to identify with, retain, engage and grow with where the market is largest. The target audience is constantly changing with the times (society, demographic shifts, political agendas, climate, war/crises, etc.)
According to the life stage model, we go through 17 livsfaser from birth to death, where each life stage is characterized by a specific consumption pattern of time and money. See more at livsfaser
It is important to know the life stages and their respective needs, but also to be aware of the transitions between life stages, e.g. leaving home, becoming parents, retirement, etc. as they often result in major changes in consumer behaviour of time and money.
Trend analysis is a method of understanding zeitgeist and trends and relating them to your products and services, which can provide a unique competitive advantage.
Audience analysis enables companies to react faster to opportunities, strengthen competitiveness, reduce risks, and perform more effective marketing. It also helps with branding, value proposition and positioning in relation to competitors.
