This week we have David Allison of ValueGraphics as the guest on the show. Do you know who are you targeting for your product or service? Who is your audience? What demographic groups are you targeting? Do you feel bad because you haven’t created 15 page document of your ideal customer avatar based on their demographic profile? Well, don’t despair as, from analysing vast amounts of data from actual people and surveys, ValueGraphics have discovered that values are way more important than demographics for determining behavior. So much of existing marketing (and societal) stereotyping is totally wrong. Let’s discover how to find who your audience actually is.