David Grossman, author of the article "How To Communicate Better with The 5 Ws and an H", stated this is the essential foundation in understanding the full context of a topic and making it relevant to the audience.
Researchers gather data in forms such as quotations and anecdotes to try to directly identify how to position themselves better to the consumers they wish to target (Travis, 2017).
The ultimate goal is to take a broad target audience and narrow the market into particular subsets such as consumers or businesses that share similar interests, needs etc.
Bryan Gernert, CEO of Resonate said, "Advertisers and brand marketers spend a significant amount of time and money researching and developing their target audiences and identifying the best message to connect on a deeper level to drive brand and product loyalty, but when they try to apply this deep knowledge online they are forced to dilute their strategy to fit the limitations of demographic and purchase behavior targeting."
After conducting surveys, to their surprise they uncovered that single individuals actually are far less likely to be concerned with others opinions compared to those who are in a relationship (Resonate, 2010).