Lessons from Obvious State U

The folks at BIG Research have pulled together mounds of survey data, quantitative calculations and their greater intelligence to create demographic profiles of who they expect to be the “big spenders” (those who will spend more this year) and who will be the “penny pinchers” (those who will spend less) this upcoming holiday season.


So with the objective of helping you quickly identify which customers you want to spend time helping and which ones you can let stand, confusingly staring at the discount rack, for hours on end, we have poured over the BIG Research findings and cross-referenced them with the latest visual search and face recognition technology to create these full-color images that physically depict what BIG Research uncovered. Below are compiled renderings representing the demographic profiles first of BIG’s “big spenders” and second of BIG’s “penny pinchers.”

Don't say we've never helped ya.

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(Male, age 37.3, income: $63,000)

(Female, age 46, income: $54,000)