When looking at potential clients it is easy to make decisions on who can afford to buy what we sell.
Without ignoring that isn't it more important to understand why they would buy?
This article looks at the rise of psychographics to help businesses find their clientele based on the reasons why they would buy not just their spending power.
Marketers are used to thinking and speaking in demographics, since slicing a market up by age, gender, ethnicity and other broad variables can help to understand the differences and commonalities among customers. Think “our target audience is 14- to 34-year-olds” or “we are launching a campaign aimed at urban Latinos.” But psychographics, which measure customers’ attitudes and interests rather than “objective” demographic criteria, can provide deep insight that complements what we learn from demographics.