Marketers spend a lot of time thinking about their target market. We all know it’s important to KNOW your target market, but do we really? So much emphasis has been put on demographics in the past, and while those are important, they do not tell the whole story.
Yes, we need to know gender, age, geographic location, education level and many other demographic factors, but isn’t it really critical to know how our customers feel? What they think? What they believe? Emotion plays a big role in the purchasing process.