In the past, target group and their needs were determined based on assumptions. The population was divided into socio-demographic groups. Behavior and interests were assigned to the groups based on their socio-demographic background. But due to the internet, we are facing with a different situation. The customer journey is more individual than ever, customers are very well informed. Today, it is of minimal significance, how old you are, which gender you identify with and where you live. In other words, it is becoming increasingly difficult to determine behavior and interests based on socio-demographic criteria.
What good UX designers have learned is that you often know very little about the target group, or you need to have assumptions confirmed. And this is best done by the target group itself. That’s why we count on interviews with the defined target group to gather a lot of information and to fulfil their needs with our results.