As a human I am often in my old and often traditional ways of thinking. As a marketer that relates to the classic of marketing segmentation, targeting and positioning. When we think segmentation we think in terms of Demographics - Income levels, Household sizes, Head of household, etc.
With new innovations several products overlap and strive to satisfy a common ‘want’ yet satisfying a unique ‘desire’. Personally I own three different models of iPods, two cell phones and much more. Today we have many more devices and versions of devices in our homes than people and pets combined. It is evident that as we leap frog generations of innovation (functional use or the need the product satisfies) our wants don’t necessarily follow a repeatable relationship to the demographic attributes. It is time for newer attributes that capture these ethereal characteristics of brands –
Behaviors/Attitudes – Need states, Occasions, etc.
Psychographics – Lifestyle, Likes & Dislikes, etc
Emerging markets like
