Social media target group analysis using Limbic
Posted: Sat Apr 19, 2025 9:36 am
People make their purchasing decisions largely emotionally (cf. Häusel 2014). Over 70% of people buy a car—to stay with our example persona Peter—for emotional reasons and subsequently explain their decision with a rational background.
On this basis, it is possible to analyze target groups in terms of their emotional characteristics in order to successfully address them. The Limbic® neuromarketing approach, used and protected by the Nymphenburg Group, is based on venezuela phone number data three needs that drive (purchase) decisions and, beyond that, overall behavior:
balance
Dominance
stimulant
The purchasing decision takes place primarily in the limbic system of the brain. Beyond these three defined needs, there are also so-called mixed forms of these needs. These can also include motive fields and thus trigger behavior:
Discipline/Control
Fantasy/Pleasure
Adventure/Thrill
Target group analysis - Limbic Map Stimulation Dominance Balance
Limbic Map® by Dr. Häusel, Gruppe Nymphenburg Consult AG. (Source: Gruppe Nymphenburg)
For successful content on Facebook, Instagram, and other social media platforms, it's essential that you categorize your personas according to their needs. You probably already know your social media target audience well enough to assign them to the appropriate category. If you want to be on the safe side, you can take the Limbic Map® test online.
Ideally, you should use up to five personas to get a reasonably reliable result. With this knowledge of the emotional characteristics of your social media target groups, you can also re- examine your positioning and, if necessary, refine it.
Example Peter: Let’s briefly place our buyer persona Peter in the Limbic Map.
Target group analysis - Limbic Map with pronounced dominance
Limbic Map® example: Peter's problem (Source: Gruppe Nymphenburg)
Peter has been looking for a car for months. Unfortunately, he can't decide because he often feels like he's being ripped off by car dealers. It wasn't until an ad on Facebook that he saw the car dealer Sensational Automobile.
Sensational is a company that focuses on personalized advice with complete information transparency, and aims to solve Peter's problem. Peter receives a quote, including a test drive, within 24 hours to support him in the decision-making process. But how exactly does Sensational get Peter's attention and then solve his problem?
On this basis, it is possible to analyze target groups in terms of their emotional characteristics in order to successfully address them. The Limbic® neuromarketing approach, used and protected by the Nymphenburg Group, is based on venezuela phone number data three needs that drive (purchase) decisions and, beyond that, overall behavior:
balance
Dominance
stimulant
The purchasing decision takes place primarily in the limbic system of the brain. Beyond these three defined needs, there are also so-called mixed forms of these needs. These can also include motive fields and thus trigger behavior:
Discipline/Control
Fantasy/Pleasure
Adventure/Thrill
Target group analysis - Limbic Map Stimulation Dominance Balance
Limbic Map® by Dr. Häusel, Gruppe Nymphenburg Consult AG. (Source: Gruppe Nymphenburg)
For successful content on Facebook, Instagram, and other social media platforms, it's essential that you categorize your personas according to their needs. You probably already know your social media target audience well enough to assign them to the appropriate category. If you want to be on the safe side, you can take the Limbic Map® test online.
Ideally, you should use up to five personas to get a reasonably reliable result. With this knowledge of the emotional characteristics of your social media target groups, you can also re- examine your positioning and, if necessary, refine it.
Example Peter: Let’s briefly place our buyer persona Peter in the Limbic Map.
Target group analysis - Limbic Map with pronounced dominance
Limbic Map® example: Peter's problem (Source: Gruppe Nymphenburg)
Peter has been looking for a car for months. Unfortunately, he can't decide because he often feels like he's being ripped off by car dealers. It wasn't until an ad on Facebook that he saw the car dealer Sensational Automobile.
Sensational is a company that focuses on personalized advice with complete information transparency, and aims to solve Peter's problem. Peter receives a quote, including a test drive, within 24 hours to support him in the decision-making process. But how exactly does Sensational get Peter's attention and then solve his problem?