Case Study: Danish Defence improves recruitment targeting with Epinion

How to target recruitment to educations in the Danish Defence

The Danish Defence sought to better target its recruitment for diverse educational programs by understanding the distinct segments within its youth audience. To achieve this, they partnered with Epinion to conduct a comprehensive analysis of potential candidates' lifestyles, behaviors, and characteristics, aiming to create a tool for more operational and effective marketing.

Epinion implemented a multi-method approach, fusing a large survey of 2,250 young people with digital ethnography and online behavioral data. This provided deep, nuanced insights, resulting in the identification of five key audience segments and a map of their educational decision journey. This segmentation now serves as a valuable tool for the Danish Defence, enabling Epinion's client to target messages and campaigns more effectively and form the basis of a new communication strategy.

Danish Defence