Target group research for new website

Doctors of the World

  • Customer case
  • Customer Experience
  • Data projects
  • Research
doctor with stethoscope
Doctors of the World logo
Marieke Schulte
Chair Digital Power Datahub
3 min
11 Nov 2022

The organisation Doctors of the World offers medical assistance to people in a vulnerable position. They often do not know how to find their way in the Dutch healthcare system. Doctors of the World helps them with this. One of the channels to get informed about the work of Doctors of the World is the website, which will be redesigned.

To ensure the new website connects well with the various target groups of the website, we conducted a target group survey free of charge from the Digital Power Datahub foundation. The focus of this research was on the primary target groups of the Doctors of the World website: sympathizers and clients. The data from this research then formed the basis for personas, which will help Doctors of the World to make well-founded choices when developing the new website.

Our approach

First, we formulated a research question and sub-questions to give direction to the target group research. The main question we set to work was 'What are the characteristics, wishes and needs of the target groups of the Doctors of the World website? '. To answer this question, and the more specific sub-questions, we used various qualitative and quantitative data sources.

For the target group of sympathizers, we had access to data from existing reports about sympathizers of Doctors of the World. We also collected data by conducting interviews with both employees and sympathizers. We supplemented the insights obtained from the reports and interviews with data from a survey, distributed among a large group of sympathizers.

For the target group clients, we started by collecting and analysing data from CBS reports and internal (anonymized) data sources from Doctors of the World. We then interviewed various employees who often come into contact with this target group.

Combining the different data sources gave us a rich picture of the characteristics, wishes, and needs of both target groups. To bring these insights to 'life' and make it easier to apply, we developed personas.

During a workshop with employees of Doctors of the World we made the first step towards the personas. We decided to distinguish between petition signers and contributors within the target group of sympathizers, because the target group survey revealed clear differences in characteristics. We then worked this out further and presented the result to all employees.

The result

We set out the results of the target group survey in a detailed report. Some notable results from this are:

  • The majority of the petitioner's target group is women, usually between 50 and 70 years old. The target group's motivation to offer support is to stand up for injustice. Signing petitions is an accessible way to do this. The target group has limited motivation to search for information. It is therefore important that the purpose of the petition is clearly defined immediately.
  • The contributor's target group is also mainly female and between 50 and 70 years old. Contributors often use personal budget rules to decide how much and to what purpose to contribute. They expect clear feedback after contributions. They will not automatically continue to contribute, but are willing to extend their support for specific actions that appeal to them.
  • The client target group is very heterogeneous. Situational factors, such as the outbreak of war or the outbreak of a pandemic, have a major influence on the composition of the target group of clients. Due to a language barrier, cultural differences and a lack of trust in authorities, the threshold for seeking help and accepting care is high. This threshold can be lowered with information about the functions of the Dutch health care system and an explanation about a visit to a (general) doctor.

Based on these findings, we developed personas for the target groups of petitioners, contributors, and clients. In addition, we developed two personas for a third important target group, the volunteers who are active for Doctors of the World. We based these personas on a target group description that Doctors of the World had made based on our research questions.

buyer personas Doctors of the World

We carried out this project through our foundation, the Digital Power Datahub.

Want to know more?

Marieke, chair of the Digital Power Datahub will be happy to talk to you about what we can do for you and your organisation as a data partner.

Marieke Schulte

Chair Digital Power Datahub+31(0)6 10 93 54

Receive data insights, use cases and behind-the-scenes peeks once a month?

Sign up for our email list and stay 'up to data':

You might find this interesting too:

Children who participated in a designathon

Making impact measurable

The Designathon Works foundation organises Design Hackathons (Designathons) for children aged 8 to 12. The target? Teaching children from all over the world skills to become a 'changemaker'. They are challenged to design solutions for a better world, for example to combat climate change. From the Datahub, we helped Designathon Works fine-tune the impact measurements free of charge. We also made a first move towards automating data collection, analysis and visualisation.

Read more
collega's in gesprek

Digital Power Datahub and Partos launch the Data Awareness series

On February 10, 2022, the Digital Power Datahub and the Partos Digital Lab together kicked off the Data Awareness series with the Intro to Data Awareness. This series of 6 training courses develops the Datahub especially for the members of Partos; non-profits in the development cooperation industry. The aim of the series is to make development cooperation specialists data-wise, so that they can make and measure more impact.

Read more
COVID violence tracker

The COVID-19 Violence Tracker

The outbreak of the corona pandemic in early 2020 has turned the world upside down. In addition to countless infections, hospitalisations and deaths, we also saw an outbreak of violence in many countries. Citizens took to the streets, sometimes violently, to protest against the measures taken, but domestic violence also increased in many places and fear and frustration played a role in racism.

Read more
foto marieke

One year of DataHub

The DataHub celebrates its first anniversary this week. Through the foundation, Digital Power is committed to promoting data literacy within society. How has the first year gone? interviewed Marieke about it.

Read more

Measurable impact on social change using a data lake

RNW Media is an NGO that focuses on countries where there is limited freedom of expression. The organisation tries to make an impact through online channels such as social media and websites. To measure that impact, RNW Media drew up a Theory of Change (a kind of KPI framework for NGOs).

Read more

The Digital Power Datahub, what exactly is it?

The Datahub: what exactly is it, which projects do we carry out and what do we want to achieve with it? Marloes interviewed Marieke, chair of the Datahub, about this in the podcast 'From data to action'! Listen to the podcast or read the article below.

Read more

Data literacy for high school students

We can no longer ignore it: our society runs on and is about data. From small to large amounts of data, data about our purchasing behaviour, our health, our WhatsApp messages and our political preferences: data is used to make our lives easier, more fun and more predictable. Sounds good, right?

Read more