There was a time in the past, when we could simply rely on demographics and psychographics to give us some good information about today’s consumer. These methods never got “underneath” the individual. At the time, they would provide just enough information to get a “glimpse” of who we were dealing with and how to address the behavioral “drivers” that translated into purchasing patterns. That was fine for the past but those days are over. Why? The reason is simple: media, tech, time and social media have moved us into a completely different competitive world of choices, personalization and communication, all changing at a blistering pace. Today’s consumers have a “candy store” of product and program alternatives at their disposal, and they know it. If you don’t understand and cater to their rapidly changing needs and wants, they’re gone in the blink of an eye, and they’re leaving a detailed critique of the product or service on Yelp or on their social media wall as they go on their merry way. Now, like no other time in the past, you need to truly understand much more about how to address the individual differences of your consumers. You can only mirror these individual differences if you understand who the customers really are, and how their needs are constantly transforming their wants and desires.