When groups of people with a shared preference or attitude choose to do something, we see markets and cultural trends.
But these people aren’t different kinds. They’re simply people responding or reacting to what’s on offer. This means that people can have different responses based on different offers and different conditions.
Generations are useless. In-depth personas have always felt overwrought to me.
Our ideal customers are best defined by the problem they’re trying to solve and the state they’re in.
Sometimes this leads to demographic similarities, but don’t confuse the two.