How to Capture What's Meaningful About People

Getting down to an individual is inefficient and it's just very terribly difficult. We look at people based on demographics, not because they're accurate, but because they're easy. Demographics never get anywhere close to that. It is the hardware of us, but we are governed by our software. You're trying to find cultural tribes, I guess, is the word you use. Then you want to drill down to what makes that tribe connect, what makes them work.