We Need to Evolve Past Demographics and Use Valuegraphics Instead

Suppose you knew the following data about a group of people on a platform:

👉 They make 82k per year
👉 They are between the ages of 18-34
👉 They are “younger and ready to buy” (whatever that means)

Choose any additional demographic data point you want.

🖊 Want to narrow the range to just 18 years olds?
🖊 Want to add in their gender, race, marital status, income, location…?

Okay, so now you know all that data as well…

What campaign could you possibly come up with that doesn’t rely on:

➡ Guessing
➡ Stereotypes
➡ Assumptions

We need to evolve past this useless data and outdated model when defining our target personas.

It doesn’t help us make better business decisions.

Listen to my friend David Allison 🏳️‍🌈 🪶“We are not our demographics!”

We need to understand what our target cohorts value. Once we know that, only then can we develop meaningful products, campaigns, brands, communities, etc.

valuegraphics are the way.