Can you increase sales by studying the customer? We are all familiar with the idea that the purchase decision is not always made by the product user. Therefore, targeting them with advertising may not always be effective. Sometimes you need to target the buyer, sometimes the payer, and sometimes all three to reach a consensus in their decision. For example, New Year's toys for children. They are often bought without any input from the user, especially if it's a small child. The father often acts as the payer, without deeply engaging in the selection, but rather agreeing on the type of product and cost, while the mother does all the choosing. Therefore, as a manufacturer, our target should be her. If the children are older, the system of influence changes without altering the paradigm of buyer, payer, user. Within this group, the child's opinion emerges. It becomes primary. A five-year-old child can already form an opinion about what they need. And most importantly, they can endlessly and persistently communicate this to their parents. If there is consensus, the product will be sold. At this age, influence needs to be exerted on all three groups, as the father will agree on the price, and you need to convince him that the price equals value. For example, everyone is willing to pay a significant amount for a Lego set, but the attitude changes radically if it's a Chinese knockoff. Therefore, this requires brand work and a clear product type, and this needs to be communicated to the child and the mother, as they will be the intermediaries in conveying information to the father. For the mother in this choice, what matters more often is not the price, but safety—physical and psychological—as well as the toy's beneficial properties, whether it has developmental features, and so on. Therefore, this information must be actively presented in the specifications section on Ozon and Wildberries, i.e., where she is most likely to look at it. Changes occur again if the child is 12–13 years old. Here, there is no need to influence the parents. Rather, it's important that the product fits within the limits of pocket money, or the child will convince the parents to buy it, and arguments can be subtly provided to them through advertising or influencers. And everything changes again if it's not just a toy, but a toy for solving speech therapy problems. Here, you can focus less on the price, completely exclude the child, and give the mother minimal information. The target becomes the speech therapist. They need to be convinced of the therapeutic properties and so on. This is the most interesting situation when neither the payer, nor the buyer, nor the user particularly makes the purchase decision. We have analyzed the situation of a family of Dad, Mom, and Child, where roles are fixed as Dad the payer, Mom the buyer, Child the user. But roles can be combined: Mom the buyer and payer, Child and Dad the users. This is that meme where a new cool toy is first used by dad under the pretext of testing and figuring it out. By the way, when I was a child, there was a situation where a gun that shot plastic pellets broke during the first parental tests, and I ended up with just a toy without the shooting function. Roles can also belong to other people. There are families without one parent, families where grandparents partially replace one parent, families with two or three children, and toys are bought with an eye to whether they can be passed down. The problem becomes more complicated if the children are of different genders. There will be many such situations. Now let's ask ourselves. If we launch a children's toy on the market and scatter the values we consider important randomly across advertising channels without considering who is watching them on the other side, what conversion will we get? Probably not the highest. But how do we dive that deep? Is it really worth it? Yes, and yes again. Large companies with big marketing budgets are precisely those who have studied their audience thoroughly, written many guides, and rely on them when forming advertising messages.