Target group & persona research

In-depth target group research projects focused on understanding audience behavior, motivations, and communication preferences.

These projects include persona development to help individuals and companies refine their messaging, adjust tone, and improve alignment with the people they want to reach.

Korea Travel Easy

During my time at Korea Travel Easy, I developed a comprehensive business proposal focused on evaluating and improving the company’s existing communication strategy.

A key part of this project was creating an in-depth target group analysis to better understand who the brand was currently reaching and how they could communicate more effectively with their audience.

To build this target group and persona, I analyzed data from Korea Travel Easy’s social media platforms, examining who was viewing, liking, commenting on, and interacting with their content. This allowed me to identify patterns in demographics, interests, and engagement behavior.

In addition to social media insights, I conducted further research into the audience’s lifestyle, such as how they spend their free time, their travel motivations, goals, frustrations, and expectations when planning a trip to Korea.

Most of this research was based on internal company data, which helped ensure that the personas were realistic and closely aligned with the brand’s actual audience.

The result was a well-defined target group that provided clear guidance on how Korea Travel Easy could improve its communication, tone of voice, and content strategy.

Glutanex

For Glutanex, a beauty-focused company, the main goal of the target group research was to define and showcase the brand’s international audience. The research focused on understanding how beauty fits into the daily lives of consumers across different cultures and regions.

I explored the day-to-day routines, beauty habits, values, and motivations of the target group, highlighting how skincare and beauty products play a role in their self-care, confidence, and lifestyle. The insights for this research were gathered primarily through articles, online beauty communities, and discussions within international forums.

This approach allowed me to create a target group that reflects real consumer behavior and global beauty trends, helping Glutanex position its product in a way that resonates with an international audience.

1VIBE

For the 1VIBE project, creating the target group was especially important because the product was completely new and did not yet have a defined audience. Instead of working from existing customer data, I had to identify which type of consumer would be most interested in the product.

To do this, I conducted extensive research into the product itself, its features, and its unique value. I then analyzed similar products already on the market and studied the people who were purchasing and using those types of products. This included researching their lifestyle, needs, motivations, and buying behavior.

Based on this research, I developed a target group and persona that aligned with both the product’s purpose and the market demand. This helped provide direction for branding, communication, and future marketing strategies.

Tallinn Culteral Project

For one of our study-abroad projects, we were tasked with creating a full project centered around the culture of Tallinn. Since I had never visited the city and had little prior knowledge of its culture, extensive research was essential in developing an accurate target group and persona.

The research combined desk research with valuable input from students from Tallinn, who shared firsthand insights into their culture, daily life, values, and what they consider important. This collaborative approach ensured that the persona was not based on assumptions, but on real cultural intelligence.

As a result, the target group and persona were built on authentic insights, reflecting the local mindset, habits, and cultural context of Tallinn.