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What Lies Beneath

Today's consumers no longer fit into yesterday's molds. Here's how to get a grip on the new demographics--and get inside your customers' heads.

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This story appears in the May 2005 issue of Entrepreneur. Subscribe »

Editor's note: For a short history of demographics, click here .

Age, income, sex and educational level. For decades, companies large and small have depended on these demographic categories to shape their marketing campaigns and make sense of their potential customers.

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