客户解码.pdf

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1、The Customer Decoded:Moving Beyond DemographicsTo Thinking ThatWill Sell More Wine January 21,2026What well cover today1.Introduction:Who the hell is this guy and what will he be talking about?2.So whats going on in the wine business with people?3.Some ways to think about people:data hierarchy,segme

2、ntation,demand spaces4.Getting practical:How to think about your brand if you have little data or money,Some strategic frameworks(?)Who the hell is this guyand what will he talk about?PEOPLEPEOPLE+StrategySo whats going onin your world?Headlines and data paint a drearyand confusing pictureSome Ways

3、to ThinkAbout People Demos,Psychos,Mindsets,Need States Help Explain BehaviorWhy?Woman 45-55HHI:$105,000Midwest DMAThe Data Hierarchy:Demos,Psychos,Mindsets,Need StatesThings you can segment people by:Demographics(basic categorizations like age,gender,income,etc.)But what gets you to the why?Psychog

4、raphicsMindsets&need statesActual behavioral patterns(purchase/usage,occasion/timing,loyalty/switching)Demographics and PsychographicsDemographics include things like age,gender,income,and location,which are measurable and objective characteristics.Psychographics include attitudes,beliefs,personalit

5、y traits,values,interests,and lifestyle,which are more qualitative and subjective,explaining the why behind consumer behavior.The totality of psychographics make up a persons mindset.Mindsets&Need StatesA mindset is a persons established set of attitudes,beliefs,and disposition that shapes how they

6、think about and respond how they think about and respond to situationsto situations.A need state is the primary purpose or psychological condition that drives a consumer to purchase a product or solution the underlying reason for a purchase.Data on a budget:A Simple ExerciseQuery 1Query 1what are so