Segmenting by demographic – age, gender, income, location – is simple and feels clean, but it’s limiting. As a result, you have a very hazy outline of your audience. Sure, you understand their challenges, but do not know where to find them, what moves them to action. And why they do what they do. Psychographics + demographics = a powerful insights-driven approach to defining and reaching your audience. It’s long past time to stop thinking of your audience as part of some homogenous group. Create content that caters to their unique traits, needs, interests, and attitudes. Do you really think all moms or millennials want the same things and shop the same way?