How someone views a product, brand or ad all depends on where he or she views it from.
As marketers there is nothing more important than understanding how our customers and potential customers see their world and how our product fits in that world.
The problem is that everyone's perspective, and therefore everyone's world, is different. Individuals may be in the same demographic, they may share attitudes, they may watch the same television shows, bookmark the same websites and read the same magazines, but they are not the same.
Each person is at the center of his or her own universe.
Marketing research has always been designed to put people into groups which leads us to one-size-fits-all, lowest common denominator thinking.
If you want to create a product or service that's truly special, stop thinking about 'the market' and start thinking about the individuals who make up the market.