An archaeologist would probably be able to tell you a dinosaur’s dietary preferences by studying its fossilised thumb, but do we really believe we can profile a live person by a single purchase? Are brands that strong that their purchase decides your personality? What many people does the manager average to create his ‘typical buyer’? Why are we so sure that being able to describe every detail about the ‘typical buyer’ will open the lock to untold riches?
Has anyone researched the gaps between marketers’ pictures of their market and reality? I strongly suspect it’d make revealing, if not amusing, reading.