Why doesn't the target group determine what a website can do?

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Custom platform
bsr model
The four lifestyles of Smart Agent.

Even before I had finished writing the rules, I discovered that more is needed to get a good experience. After long conversations with marketing, communication and gamification consultants, I started linking the rules to four different target groups.

To form target groups, I used the BSR model of Smart Agent. Each color represents a separate target group with standards, values, interests and of course housing needs. Most large home builders and developers in the Netherlands already use this model or a similar model. This allowed the interviewees to quickly and accurately assess which rules are appropriate for which target group.

In marketing campaigns, we first look very carefully at how the target group should be addressed. What colors, fonts, photos and words are we going to use to attract them? This determines how a website looks.


'Make possibilities visible' spread across the target groups.

After linking all the rules to the different target south africa phone data groups, I came to a shocking conclusion: all the rules that can be directly translated into techniques or modules for a website are completely dependent on the target group. Take for example the rule 'make possibilities visible'. This scores maximum with the two introvert target groups, but particularly low with the extrovert target groups. This has to do with desired structure versus the freedom to go on an exploration of information yourself.

co-design
'Offer options for co-design' deployed across target groups.

As can be seen in this figure, the red target group scores extremely high on the rule 'offer options for co-design'. They are curious about testing their own creativity. The blue target group would prefer to have as little to do with the design process as possible.

Because it is impossible at all times to completely pigeonhole people, this method is of course error-prone. Especially when the website is strongly shaped towards one specific target group, it is important to use feedback moments.