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Traditionally, marketers would use surveys and statistical analyses to put all their potential customers into discrete groups, based on why they buy the category, their attitudes to the category and their demographics. The problem with this approach is that the groups often have more similarities than differences. In reality, the same individual may buy the category for multiple reasons on different occasions. Also, people’s priorities can change quickly as their circumstances evolve. This kind of stereotyping is flawed, un-necessary and counter-productive. Consumer profiling based on 'Demand Spaces’ or 'Category Entry Points’ is more relevant and useful - see Category Entry Point Profiling.

For a discussion of this topic, check out this LinkedIn thread.