'Can we actually serve the target group we are looking for?'

A critical evaluation is required, at least at the end of, but preferably during, this thought process. The trap inherent in mapping out consumer groups (using target groups and lifestyles) is that wishful thinking becomes ascendant. If, when exploring the potential demand, you fail to arrive at a solution after a lot of thought, you should perhaps conclude that a different approach is required.

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For example: looking for target groups other than those defined with question 1. Alternatively: you should perhaps not want to recruit new target groups, and you should base your plans solely on the people already present in the neighbourhood.

If a target group has been selected, it is crucial to remain critical about whether or not it will be possible to actually 'tempt' this group. For instance, households leaving the city for the suburbs has often been explained from the negative aspects of cities. However, Heath (2001) points out that many are not appalled by the cities, but more they just find the suburbs more attractive to live in.