Scrutinize any group of people closely enough and you’ll be able to identify drastic differences in personalities and approaches to various activities. Your target market is no different.

You may have done a stellar job identifying your target market, but can you say you really know them? Or do you just treat them all as “average” consumers? Let’s take a look at the four personality types, as described by Bryan Eisenberg in his book Always Be Testing,  that emerge from shopper behavior in order to understand your target market better.