Brand audiences
Explore audiences by brand
Customer profiles for major American brands and products. Who actually buys, who doesn't, and how each customer base skews against the national baseline.
What's inside every brand profile
Each profile models the customer base of a brand across more than 90 traits, then shows how those buyers differ from the average American. Search a brand above, or browse the catalog by sector further down.
Pick a brand
Search a brand or product, or browse by sector. Each profile describes who actually buys, not who the brand wishes bought.
See the skew
Demographics, personality, spending, and media for the customer base, every trait scored against the national average.
Put it to work
Size a market, sharpen positioning, or find lookalike segments, then build a custom audience when you need your own brand.
Who actually buys
The real customer base, not the brand deck
Marketing personas are aspirational, and a brand's true customer demographics are rarely public. Profiles show how the real base skews by gender, age, and income, which is often older, broader, or more price-driven than the brand assumes.
See who flies Spirit AirlinesWhat moves them to buy
The motive behind every purchase
Price, quality, convenience, or status, each motive pulls a different crowd and demands a different message. Profiles show what actually drives the base to buy, the kind of insight that usually takes a custom panel to uncover.
See what drives Spirit buyersHow loyal the base is
Loyalists, pragmatists, and mercenaries
Some customers stay for years, others leave for a coupon. Profiles split the base into loyalists, pragmatists, and mercenaries, so you can tell whether you are defending a moat or renting attention, and price retention accordingly.
See Spirit's loyalty splitWhere to reach the base
The channels that actually convert
Knowing a customer base leans one platform over another, and welcomes or tunes out advertising, tells you where to spend before the budget goes out. Profiles map the platform mix and ad receptivity of the people who already buy.
See where Spirit buyers areBrowse brand audiences by sector
Customer profiles grouped by industry. Every brand links to its full breakdown.
New brand audiences land every week. Build a custom one now
Frequently asked questions
It is a statistical model of a brand's customer base across more than 90 traits, all benchmarked against the average American.
Brand audiences are modeled by skewing the national population toward the demographic and behavioral profile of the brand's real buyers, calibrated to published figures where they exist.
The catalog grows each week across sectors like travel, retail, food, and tech. Search a brand to open its profile, or build a custom one if it isn't live yet.
Yes. Every trait is shown next to the national baseline, so you can see exactly how the customer base skews.
Yes. A paid plan lets you define any customer audience with your own filters and pull the full distributions in minutes.
Profiles draw on a population modeled from Census data, federal surveys, and peer-reviewed research. The sources are cited on every profile page.
Browsing and searching brand profiles is free. Custom audience building and deeper exports are part of the paid plans.
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