Improve your customer intimacy by understanding demand windows

Success today comes from not only knowing who your customers are, but also why they buy.  It’s not enough to know your customers’ demographics (e.g., adults aged18-54) and category behaviors (what they currently buy, what products/brands they use).  Even knowing your customers’  economic value (e.g., customers who spend $500+ in our category, companies that have more than 100 employees, etc.) isn’t as revealing as understanding what drives them to make a purchase.  To understand customers’ motives — to improve your customer intimacy — you need to identi

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