There’s a difference between identifying your target audience and understanding them. In order to touch their souls, you must first know how your customer thinks, what they like and do not like, how they react to specific conversations, and how they spend their money. Example: ODU students are moving back to school this week. They’re thinking pizza, beer, and girls/boys before classes start.
And as if identifying them wasn’t enough, you must also understand your customers’ dreams — how they want to think, what they want to like and not like, how they want to react to specific conversations, and how they want to spend their money. Sticking with the college students theme, they want to spend as little money as possible and have fun before classes start. How do we help them do that?
Psychographic research (versus demographic research) is a much more in-depth market intelligence step in today’s marketing evolution. If you don’t get into the hearts-and-minds of your customer, you won’t succeed in providing them with what they want. Let’s talk to make sure you’re on the same track as your customer.