Venture capitalist Tony Tjan writes that businesses rely too much on demographics when psychographics -- "the data points that describe a user's values, opinions and lifestyle" -- would be more helpful. Gleaning such data used to be difficult and expensive, but new technologies, including the OpenID single sign-on service, could change all that. "In our more voyeuristic and measurable digital world, psychographics will increasingly drive customer understanding," Tjan predicts.

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