A salon owner did some research and found that girls between ages ten and sixteen purchase the most cosmetics among all ages of women. So she gathered several groups of girls in that age group, and asked them what they liked — and not just about hairstyles and makeup, but music and decor as well. She then created a salon specifically for this group. How sure are you that you’re targeting the audience that is potentially the most profitable for you? And how do you know what they want? Those facts could unlock smart new strategic decisions.