Marketing is all about knowledge. Knowledge about the scenario, the competitors, the technologies, the customers. That is the reason why marketers love data: They help us to understand what the others are doing, and how we can improve and respond to them.
Today, customers get the center stage, and all brands are busy trying to understand who they are and what they want. We have all the data to do it, and yet there is one side of the customer that is often overlooked: Psychographics.