All brands must understand their audience in order for their marketing efforts to target the people who are most likely to purchase their products and services. Even brands with universal appeal learn who their best customers are, and work to not only make them repeat customers, but share their message.

Understanding your audience helps you communicate your message better, particularly to those who are predisposed to your brands. By segmenting your audience into logical groups, you can “speak the language” of the members in those groups, which can give your messaging a more authentic voice.

But how do companies go about determining the people in their audience segments? Oftentimes, these important decisions are made using nothing more than a gut feeling. Even those companies who use traditional market research or marketing automation platforms to drive their strategies only see part of the picture.

Our latest white paper focuses on how People Pattern can instantly validate or disprove audience segments, or personas, while also surfacing new ones that may never have been considered.