This aspect of a consumer analysis investigates who users your product and who buys your product, in some cases they’ll be the same person, yet in many instances it may be very different people. A classic example of this is babies clothing and even men’s clothing which are most often bought by females.

I suggest you make a list of the users and the corresponding possible buyers. These buyers will become your marketing targets! Here is a simple example for men’s clothing:

• Men
  • Men
  • Female partner
  • Parents
• Above average sized woman
  • Above average sized woman

As you can see we’ve expanded our marketing targets to far more than just the user opening up many more potential marketing avenues. By thinking outside the norm a bit here you can often drastically increase your sales!