The most successful huntersphotographers try to know as much as possible about their target before they initiate the hunt. They try to learn how big it is, how it moves, if it lives alone or in groups, and if it has keen senses of smell, sight, and hearing. The more the hunter photographer knows about the target, the higher the probability of a successful expedition. The same applies to a new business's ability to create and maintain customers. A significant part of animal behavior is the result of instinct.
Consumers can be more elusive because most of their behavior is learned.
People are more complex. Their attitudes are the product of many factors, and their behavior is influenced by numerous forces. This set of factors is fairly easy to measure. This type of information is readily available for most cities and counties in the United States. If you are trying to determine which geographic areas may offer the best opportunities, then demographic analysis may be beneficial.