In today’s market, it’s not enough to know who your target audience is [ie. where they work, how old they are, what their hobbies are, their marital status, their socio-economic status, what accounts they follow on social media, where they shop - this is all great data that helps paint the picture], it is also necessary to know how to tell a story, who should tell that story for the most effective response, what colors, words, analogies to possibly avoid because of how your audience will respond to your marketing efforts. This is all part of consumer psychology and an integral part of how we develop our market strategies.