Topic for Discussion: What does it mean to belong to a group that is defined by demographers?

Answer: It means you can focus and not worry about being all things to all people. It also means you should have insights that those outside the group could never have even if they did expensive market research.

In the case of Navarro, what seemed unique in the '60s and '70s is now understood. This country has a growing Hispanic population that will shop differently than will Anglos. Navarro's is cashing in big on this trend mainly because they are part of it and they have not drifted away from it.

In the case of Wahoo's, which targets surfers, the founders have been surfers since childhood and rather than give up surfing they invented a product to sell to surfers.

We believe that you can think of groups as tribes and Merriam-Webster says, a tribe is, "A social group comprising numerous families, clans, or generations together with slaves, dependents, or adopted strangers; a group of persons having a common character, occupation, or interest; a category of taxonomic classification ranking below a subfamily; also : a natural group irrespective of taxonomic rank."

You think about it: Could your target market be described as a tribe? If not, why not? If yes, what insights do you gain from thinking of them as a tribe? Would they like to see each other more often? Can you provide bonding experiences for them that others could not?