Despite the wide array of people that make up the general economic market, they are too diverse of opinion and distinctive in taste to reach out to all at once. It is therefore necessary to hone in on the individuals that are most receptive to your message. Even companies that sell things as ubiquitous as laundry detergent and toilet paper do everything they can to make sure their advertisements reach the people who actually make the decisions about what each household purchases on a regular basis, typically adult women. It’s incredibly important to these companies that they understand who their target market is, because advertising is expensive and it doesn’t serve them any good to pour money down the drain by attempting to market to people who aren’t receptive to the message.

Identifying your target market is a process that companies spend a lot of time perfecting. To some extent it’s easy. If the product already exists, identifying its target market is a matter of determining its function. However, working in the opposite direction involves identifying a need within an existing market, which can be quite difficult. One option is to examine our own lives for things that we feel are lacking, but we’re frequently subject to blind spots when it comes to ourselves. Another option is to research other people to see what’s missing from their lives, although that’s not without its own challenges.