03 · Persona Analysis
Break a market into the two-to-four real segments that make it up, size each as a buildable audience, and profile each by what over-indexes.
Every segment skews Gen X and Boomer, college-educated, $500K+ net worth. Millennials and Gen Z under-index. The premium-activewear buyer is not the young-single cliché.
Yoga and pilates first. Wellness as identity; studio, mat, mindful premium.
Miles and PRs. Training-driven, gear-serious, and quietly affluent.
Wears it everywhere. Activewear as daily wardrobe; household-forming, high-spend.
The tick marks 1.0×, the average US adult. Bars past it are over-indexed. Segments overlap; shares do not sum to 100%.
The other jobs
Turn a plain-English ICP into a measured, living market.
Rank metros by density, not population.
Measure demand for candidate lines two ways.
Size candidate markets against your customer DNA.
Turn a built audience's measured DNA into a creative brief.
Tell us the market or the segment; we'll size it, name the traits, and hand you a buildable audience.
