Individualization and the emergence of niche groups call in the question the definition of target groups using merely demographic characteristics. Consumer behaviour, communications patterns and attitudes can lend a completely new meaning to your marketing & media target groups and reveal a way of dealing with advertising messages which, because of multiplier effects, is in some cases even more important than reaching consumers.
OMD Communigraphics allow us to cluster your consumers according to the way they process advertising messages in order to multiply the significance of each of your individual messages.
Other proprietary OMD research instruments that we use to optimize your target-group application are, for example:
- Snapshots (online market-research tool)
- OMD Audience Tailor (Weighting of prioritized target-group characteristics)
