The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience

These are all examples of trying to understand the target’s

behavior, whether it’s at retail, home, work, school, or anywhere

in between. When combined with thoughts and feelings, behav-

ioral knowledge can help build a psychographic profile of the tar-

get market that can add to the demographic understanding.

We’re not done yet. We can’t look at demographics and psy-

chographics once and think that we are done. It’s vitally important

to understand how these factors change over time:

• Are the people in the target market changing as they age?

Even if the brand consistently markets to the same

demographic segment (like teens), the psychographics

of that segment can change over time.

• Are they shopping a certain retail outlet more frequently

than ever ...