Find Customers with an Unusual Position based on a set of Values
You can find your target audience by staking out an unusual position in relation to a set of values.
We know that people's purchasing decisions are motivated by deep-seated needs and desires.
But there's something else that drives the decision to buy: personal values – in other words, the things people care about when pursuing the things they want.
For example, imagine a woman trying to fulfill one of her most fundamental human needs: nutrition.