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Getting to know your audience, who they are, what makes them tick, what brings them happiness, frustration, and motivation helps you build a better product, feature, or service. It makes you find better product roadmap decisions when no other data is available. It also prevents your team from going into exhausting debates about different aspects of assumed customer behavior or what analytics data mean. The alternative is that you get a Frankenstein product that is just a conglomerate of features that has everything for no one.

There are two types of information about people that you’ll need: demographics and behaviors. Marketing practitioners generally use demographics to target product messaging through customer segmentation. Since this book is about product development, it focuses on behaviors, largely because they often cut across traditional demographic segmentations. Table 2.1 provides an example that demonstrates this difference. By the end of this chapter, you will have an archetypical profile of several users or customers (or potential users or customers) differentiated by their behaviors.

TABLE 2.1 HUMAN BEHAVIOR VS. DEMOGRAPHIC LABELS

Behavior	Demographics
Owns an iPhone and Android	Alpha male
Online 20–30 hours every week	Above-average user
Uses a product similar to ours	Millennial
Open to trying new things	Average income
Reads five “self-help” books a year	East or West Coast U.S.