{"id":9671,"date":"2025-06-28T16:11:23","date_gmt":"2025-06-28T14:11:23","guid":{"rendered":"https:\/\/www.gilcom.vision\/?p=9671"},"modified":"2025-10-15T14:07:45","modified_gmt":"2025-10-15T12:07:45","slug":"beyond-target-groups-what-emerges","status":"publish","type":"post","link":"https:\/\/www.gilcom.vision\/en\/blog\/2025\/06\/28\/beyond-target-groups-what-emerges\/","title":{"rendered":"Beyond Target Groups: What Emerges?"},"content":{"rendered":"
\n

Are we aware of it? We live in assumptions. About others. About ourselves. About what moves people. We define groups in an attempt to make complexity more manageable. An attempt that fails from the outset. To organize\u00a0is not the same as understanding. What someone does \u2013 or what they choose to do \u2013 often says more than what we think we know about them.<\/span><\/strong><\/p>\n

Life is diverse \u2013 full of transitions and contradictions. What truly matters are contexts and the space between expectations. In this article, we explore why traditional targeting reaches its limits and how systemically communication strategies, grounded in observation and lived context, can open our eyes to what really matters.\u00a0<\/strong><\/p>\n

 <\/p>\n

The Limits of Traditional Target Group Analysis\u00a0<\/strong><\/h3>\n

Communication strategies often rely on demographic groupings: age, gender, profession, income \u2026 . These grids are meant to provide structure. But most of all, they create one thing: a false sense of certainty. Why? Because we do not live target group identities. We live in contexts. We move through different roles, situations, and tensions. Every day. That is the expression of living diversity. No stereotypical grid can capture that.<\/p>\n

 <\/p>\n

Paula Zuccotti and the Diversity of the Everyday<\/strong><\/h3>\n

Paula Zuccotti, industrial designer and ethnographer, reveals exactly that in her work: the diversity of lived everyday life. She tells of hybrid realities, contradictions, and multi-layered lives \u2013 beyond stereotypes and categorisations. In her book<\/span>\u00a0\u201aEvery Thing We Touch\u2018<\/a><\/strong><\/span>, she invites us to look more closely and to reflect. She writes<\/span>:<\/p>\n

\u201eIf Objects could talk … Imaging keeping a record of everything you touch in a day, from the moment you wake up to the moment you fall asleep. Now imagine gathering all those things together for a single photograph. What would that image say about you and your day? Would strangers get a good sense of your life by looking at the objects laid out in chronological order? What would they deduce about you? What would they miss? […] Touching objects is one of the most important ways to discover the world, no matter how young or old we are where<\/span> we are from. …\u201d<\/span><\/strong><\/h4>\n

What do we learn from this? People cannot be clearly assigned. The error lies not in complexity \u2013 it lies in our desire for simplification.<\/p>\n

If you’d like to explore Paula’s work further: Her full k.eynote at the NEXT Conference is available here.<\/strong><\/span><\/a><\/p>\n

 <\/p>\n

Observation as a Stance in Communication<\/strong><\/h3>\n

If we truly want to understand one another. If we want to communicate responsibly<\/span><\/strong><\/a>\u00a0\u2013 then we need something other than categories. We need the ability to observe without bias. Not as a technique, but as a stance. That requires time. Attention. And the willingness to allow not-knowing<\/span>.<\/p>\n

Understanding grows where we remain open to what reveals itself \u2013 not just to what we expected<\/span>.<\/p>\n

In my work with organisations and brand identities, I often observe the following: The most meaningful progress happens where the unstructured is not forced into form too quickly \u2013 but where the in-between is given enough space to emerge and become visible<\/span>.<\/p>\n

 <\/p>\n

A Shared Perspective<\/strong><\/h3>\n

How can cooperation, communication and understanding grow within organisations? What if we learn to see without filters again? If we sharpen our focus on what lies beyond the grids of categories, expectations, and stereotypes? What changes when we begin not just to observe, but to perceive? When we stop assigning and begin to truly understand.<\/p>\n

And I don\u2019t just mean communication. Also leadership. Collaboration. An organisational culture that remains consciously open in order to better understand systemic interplay<\/span>.<\/div>\n

Wherever people enter into relationship, there lies the possibility of true encounter. Not through allocation \u2013 but through what becomes experienceable in the in-between<\/span>.<\/p>\n

 <\/p>\n<\/div>\n

What do we take from this?
\nFor ourselves, for the brand culture, for how we relate<\/strong>?<\/strong><\/p>\n

 <\/p>\n

\n

 <\/p>\n<\/div>\n

Let’s explore together how your strategy and communication can unfold from within \u2013 rooted in substance and oriented toward the future.<\/p>\n

I support people and organizations who want to make a difference \u2013 with clarity and integrity.<\/p>\n

 <\/p>\n

\n

\/\/ Write to me<\/span><\/a><\/strong><\/p>\n<\/div>\n

 <\/p>\n

 <\/p>\n

With best Wishes<\/strong><\/p>\n

\n

Claudia Gilhofer<\/strong><\/p>\n

 <\/p>\n<\/div>\n

\"\"<\/p>\n

 <\/p>\n

Never stop evolving.
\n<\/b>Stay human.<\/b><\/p>\n

\n

[ Communication | Human | Brand ]<\/p>\n

 <\/p>\n<\/div>\n

__<\/p>\n

 <\/p>\n

gil com | creative identity and beyond
\n<\/b>Communication design with integrity \u2013 as a connecting force between people, brand and technology. With a systemic perspective on strategy, expression and resonance. So that brand and organizational culture can evolve \u2013 vibrant and future-ready.<\/p>\n

Claudia Gilhofer:
\n<\/b><\/strong><\/span>Creative Planner | Systemic Business Coach | Communication Psychologist in Training
\nCreative thinker with systemic view of what truly matters \u2013 including the power to shape and forward-looking curiosity for what’s ahead.<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Are we aware of it? We live in assumptions. About others. About ourselves. About what moves people. We define groups in an attempt to make complexity more manageable. An attempt that fails from the outset. To organize\u00a0is not the same as understanding. 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