Traditional demographic information, such as gender and age, is only so useful when getting to know your customers. Psychographic information reveals far more about customers’ preferences and purchasing habits. If you understand how your customers interact with the world and what they value most, you are far more likely to be able to give them what they want. Ask them questions geared at their personalities and preferences. Use association-based questions, such as “If you were a car, what kind of car would you be?” The answers will help you better profile your customers so you understand which products they want and how to market them.
… Read the full article here: http://blogs.harvardbusiness.org/tjan/2009/05/want-to-understand-your-custom.html?cm_mmc=npv-_-MANAGEMENT_TIP-_-JUL_2009-_-MTOD0728