Most of us are familiar with demographics.
Height, weight, gender, married, children, political party…
But this information isn’t very useful.
What’s important to understand is psychographics.
What does this person believe in?
What is their pain point?
What is their attitude about the world?
When we can begin to see what people believe, fear, want, we can begin to develop empathy.
Once there is empathy, we can change things.