The target audience was segmented into three groups:
The first group included young families, an average of four people, living in Lviv, mostly in the residential area of the city. The main motive for moving out of the city could be caring for the health of children.
The second group included young people aged 25-35 without a family or married, but still without children, who either rent a house or still live with their parents. The main purpose of moving out of the city could be the desire to get own space for a comfortable life at affordable prices.
The third group identified large families from three generations, where the parents of young people will take care of their grandchildren, giving their children the opportunity to work. That is why the key client of this group will move out of the city, focusing on moving together with their parents, so it is likely that the client will think about buying two houses at once.
Each group was analyzed in details by demographic parameters, comprehensive psychographic portrait and key values.
The final stage was to create a generalized portrait of a key customer and identify advertising messages for him.