Step 2: Get to know your target group

iStock_000001680387XSmall.jpgHaving analysed your problem, you should have a clearer idea which people you want to target. Your target groups can be homeowners, tenants, residents, employees, officials, teachers, students, neighbours, colleagues or consumers in a particular area, activity or organization. But you need to know more than that about them. Remember that they most likely:

  • think about energy use a lot less than you do
  • understand energy use very differently than you do
  • have different needs and interests than you do
  • include a range of different kinds of people with diverse needs, resources and motivations

You are dependent on your target group for reaching the goals of your project, so understanding their needs, motivation and competencies is essential to succeed. 

Key Instructions: 
  1. Check how familiar you are with your target group (see Tools: What do you know about your target group?).
  2. Improve your understanding about your target group by doing a small-scale, easy-to-do research on them (see Tools: Tools for small-scale research).
  3. Consider how you can integrate the knowledge gained through small-scale research into your project (see Knowledge Quick Bites: What can I learn from small-scale research?).
  4. Use the lessons learned to adapt your project ideas to your target groups' needs, barriers and expectations.