VRM

Case Study:
VRM

A target group study and persona development for various media brands and service offerings in the distribution area

Challenge

VRM is a regional service and media company and provider of analogue and digital media brands, service offerings, events and social initiatives in the Rhine-Main region.
An all-encompassing target group model is important when cultivating markets and developing products (further) in order to cater as closely as possible to the lifeworld of the (potential) users.

Solution

Representative target group study in the distribution area with the Sinus-Milieu target group model

Identification of target groups based on the Sinus-Milieus
Positioning of VRM products within the Sinus-Milieu model
Identification of strategic market segments for product development
Quantifying market potential
Basic data for media planning

Result

Comprehensive findings on the lifeworlds, needs and behaviour of the users
Development of personas as a Group-wide target group model
Identification of touchpoints, topics and communication guidelines as a basis for marketing
Basis for further research (e.g. setting up a user panel)

What the client says

The strategic target group research with SINUS provided VRM with a holistic view of our user base and enabled the development of true-to-life personas, which give editorial, marketing and sales departments a deep and consistent understanding of our customers.

Louisa Klink, Manager UX & Brand VRM

Infoportal

Haben Sie bereits bei uns ein Konto eingerichtet, so können Sie sich einfach mit Ihrer E-Mail-Adresse und Ihrem Passwort hier anmelden.