Age 18 to 25. No kids. Mid to high-income level. They are the ‘adventurous shoppers’. Age 25 to 38. Millennials with 2.4 kids. High to very high-income level. They are the ‘glam-blitz spenders’. The list goes on.
We are so used to this type of demographic labelling and audience segmentation, that we rarely stop to ask – is it still useful? Imagine you are doing customer research on a family-oriented venue exploring customer habits – what they order, when they order it, and how they behave. Now picture a family of four – mum, dad, older kid and younger kid.
In the context of this scenario, the mum is ‘just’ the mum. The things that she does are categorised as ‘mum-like behavi
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