Demographics is the science of marketplace reality. It tells you who your customer is.

When you have a fuzzy sense of who you’re serving, you end up talking to a multiple customer segments all at once, which leads to confusing signals

Segmentation is an effective strategy for teasing out insights from averages. You identify your most important segments for your business and report those along with the overall averages, as

Demographics provide discrete boxes to put people into and help us make the world neat. But here’s the thing: demographics, while factual, don’t accurately describe who people are.