Go beyond demographics. Describe how you identify what motivates different segments and how that drives your messaging strategy.
Look for a mix of methods: analysing existing customer data, creating personas based on research (not assumptions), using jobs-to-be-done framework, competitive analysis, and iterative refinement based on campaign performance. Strong candidates mention both demographic and psychographic segmentation.
Core marketing skill. Weak candidates describe demographics only. Strong candidates understand motivations and behaviours. Ask: "How do you validate your audience assumptions?"