Think about your 35th birthday: Were you substantially different than the day before? Probably not, and yet marketers automatically moved you from the 25-34 segment to the 35-44 segment, and targeted you differently. Wouldn’t it be useful to have a reliable way to gain insight into what was really happening without making broad generalizations?
The study of what motivates consumers at their core is a burgeoning concept called valuegraphics, and in this episode of The Groove podcast, I’m speaking to its inventor: David Allison, consumer behavior and marketing expert, and bestselling author of We Are All the Same Age Now: Valuegraphics – the End of Demographic Stereotypes.
Demographics help define your audience’s basic characteristics. Psychographics help identify their patterns of behavior. But connecting with your customers on a truly personalized level requires diving into their values—the things that matter to them the most.
Read the full article on Forbes.