Media & Advertising
Target Audience & Market Analysis
Know who your target audience is and where to reach them before you spend your media budget
Clever Strategy maps out your target audience and market using data from the National Media Survey (NMO) and the National Social Media Survey (NSMO), supplemented by personas, customer journeys, and competitive analysis. This way, you’ll know where your target audience is before we develop a media strategy.
What Is Target Audience & Market Analysis?
The foundation of every media strategy
Target audience and market analysis identifies who your target audience is, how large the market is, and what media behavior corresponds to that audience. Clever Strategy uses NMO data and NSMO research for this purpose: independent, nationwide studies on media consumption and social media usage in the Netherlands.
Based on that, we build personas, map out the customer journey, and assess your position relative to competitors. Those insights determine which media channels we select for the media strategy.
NMO
National Media Survey
An independent, nationwide study on media consumption in the Netherlands. It shows which media your target audience uses—and when.
NSMO
National Social Media Survey
Newcom Research & Consultancy's study on which platforms Dutch people use and how often. This way, we not only know who your target audience is, but also on which platforms they are actually active.
Since 2010
surveyed every year
6.685
Dutch residents aged 15 and older surveyed in 2026
First step
Always before the media strategy, never after
A media plan without target audience research is a gamble. Clever Strategy begins every media project with target audience and market analysis: first, we need to know where and when to reach your target audience; only then can we choose the channels and set the budget.
This analysis directly informs our media strategy: the target audience and media behavior we identify here determine which channels we will use and how we will allocate the budget.
From Insight to Media Plan
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NMO and NSMO data show which media channels your target audience actually uses.
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Personas and the customer journey determine which message works at which moment.
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Competitive analysis shows where there is room to stand out.
Our approach
Four components, one clear picture of your target audience
Media Usage Study
NMO and NSMO data show which media your target audience uses—and when.
Personas & Segmentation
We translate data into recognizable target audience segments that guide our strategy.
Mapping the Customer Journey
From initial research to purchase: which channel is best suited for each stage.
Competitive Analysis
We compare your position to that of your competitors to identify opportunities.
Why Clever Strategy
Research that leads directly to a media plan
01
Independent data
We base our decisions on nationally recognized research, such as NMO and NSMO, not on gut feelings.
02
Ready to use
Every insight is immediately incorporated into the channel selection and the resulting media plan.
03
One full-funnel team
We handle target audience research, media strategy, and execution all under one roof.
04
Rotterdam honesty
Open, honest, and direct communication is the foundation of our partnership.
Cases
Media & Advertising in Practice
Frequently asked questions
Target Audience & Market Analysis: A Brief and Clear Explanation
Can't find your question here? Feel free to contact us—we'd be happy to help you find a solution.
Target audience analysis examines who your customers are and how they behave. Market analysis examines the size of the market and your position relative to competitors. Clever Strategy combines both before we determine a media strategy.
We use data from the National Media Survey (NMO) and the National Social Media Survey (NSMO) conducted by Newcom Research & Consultancy: independent, nationwide surveys on media consumption and social media use in the Netherlands.
Without knowing where and when your target audience uses media, you end up choosing channels based on gut feeling. This analysis identifies those patterns, so that the resulting media strategy is based on data rather than assumptions.
We evaluate key pages based on the criteria of clarity, appeal, and completeness (DVV): Does the page answer the questions your target audience actually has? A page that clearly describes your target audience and your offering is also easier for AI models to reference.
Would you like to know where and how to reach your target audience?
Want to chat briefly or ask your question right away? Call 010-752 39 41, or fill out the form and we’ll get in touch with you.