Forget Demographics, Focus on Verbographics

Are you trying to figure out what your customer wants? Well, some fancy marketing person may try to get you to segment your customers into all kinds of “graphics.” Do you want to target customers of a certain income level? How about gender? Age? Or perhaps you should turn to psychographics that separate individuals by their interests, attitudes and aspirations. The issue is that sometimes, assumptions are made that go into creating or analyzing this data that don’t really capture customer behavior, because hey, we’re human and we tend to act out of emotion more often than rationality

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