Demographics
This age range is typically considered "Gen Z"
What is 18-26 years old?
Urban, suburban, or rural describes this geographic characteristic
What is type of area?
This describes whether a customer always does research online before buying or makes quick decisions in the store
What is decision-making style or how customers make choices?
These are the activities people enjoy in their free time
What are hobbies or interests?
These customers are most likely to wait for sales before buying anything expensive
Who are bargain hunters or price-conscious shoppers?
This demographic factor often influences product pricing and store location decisions What is income level?
What is income level?
This geographic factor affects delivery options and shipping costs for online businesses
What is location or distance from the business
Customers showing this behavior are likely to recommend your business to friends and family
What is customer loyalty or being a repeat customer?
This psychographic includes beliefs about environmental protection, social justice, or political views
What are values or attitudes?
Someone who buys a minivan with third-row seating and cup holders for everyone
Who are parents with large families?
When creating personas, this family characteristic affects buying decisions for everything from car size to grocery quantities
What is household size/number of children?
This geographic factor explains why ski shops thrive in Colorado but surfboard shops dominate in Hawaii
What is weather/climate zone?
This behavioral pattern shows whether customers prefer to learn about products through social media, TV ads, or word-of-mouth
What is how customers get information or media habits?
A customer who describes themselves as "adventurous," "practical," or "luxury-loving" is revealing this
What is lifestyle or personality?
These customers are most likely to always choose the most expensive option available
Who are luxury seeking buyers
This demographic combination often determines whether customers shop during weekdays, evenings, or weekends
Question: What is work or school schedule?
This geographic factor explains why sweet tea is popular in the South but not in the North, or why certain food chains succeed in some states but not others
What are local preferences or local tastes?
This behavioral pattern identifies whether someone is a first-time visitor, occasional shopper, or devoted regular customer
What is how long they've been a customer?
This psychographic factor explains why some customers choose organic food despite higher prices What are personal values or priorities?
What are personal values or priorities?
These customers are most likely to buy name-brand items even when generic versions cost much less
Who are brand-loyal customers or name-brand shoppers?
These two demographic factors combined often predict how people purchase technology than age alone.
What are education level and income?
This geographic factor determines whether customers will drive 30 minutes to shop at your store or choose a closer competitor instead
What is distance or location convenience?
This behavior shows whether customers stick to their shopping list or tend to buy extra items they didn't plan on purchasing
What is impulse buying or unplanned purchasing?
These psychological drivers include status, security, self-expression, or convenience
What are motivations or needs?
Someone who buys expensive anti-aging cream, luxury spa treatments, and designer handbags
Who are wealthy women?