Strategic target group models

Using the unconscious consciously – WE MEET TARGET GROUPS MORE PRECISELY. 

Jagdfeld Real Estate has been using established strategic target group models based on psychological principles for many years in the development, revitalization, leasing and management of retail properties. They originate from Living environment research or neuroscientific research and combine this with empirical consumer research and geodatabases for localisation. Brain research proves that approximately 70 percent of purchase decisions are made unconsciously. Even seemingly very conscious and well-considered choices are influenced by our emotions.

At first glance, the over 80 million consumers in Germany appear very similar. However, socio-demographic factors alone can only inadequately determine which individual person buys which products and how to reach them effectively whether by terms, colours or images on which channel.

Individual value systems and consequently individual purchasing behaviours differ considerably. This is where we employ strategic neurological target group models. The profile analyses reveal the specific characteristics of the target groups and their quantitative presence. Together with our more than 45 years of expertise, we optimise retail properties regarding brands/tenants, materials, shapes and colours based on the preferences of these target groups.

Archetypes of psychological-social target group approaches:

A vivid example:

A classic socio-demographic target group definition is: female, happy in a relationship, over 35 years old, with an above-average income, living in a metropolis. This description applies to both Nicole Bauer, FDP – born in 1987, spokeswoman for women‘s policy and diversity, and Jennifer Weist, a punk rocker, born in 1987, lead singer of Jennifer Rostock. However, their value systems and thus their shopping behaviour differ significantly.

If you were to base your approach solely on socio-demographic data, you would likely not reach your full sales potential. We can help you make the right decisions regarding tenant selection, shopping center advertising, architecture, furnishings, lighting or material selection.