Let's try a little Gedankenexperiment here. Imagine that you sell widgets of all kinds; some are drab and functional but cheap, while others are shiny and a bit more expensive. You're looking to improve the sales of your shiny, high-margin widgets by getting them in front of the type of consumers who are likely to be interested. What simple directive would be a handy, measurable shorthand for the target demographic; a group of people who like nice things and are willing to pay a bit more than absolutely necessary to get them?
If you are trying to predict future buying behavior, the best way to do that is to look at what they've bought in the past. If someone owns an Apple product that they paid for themselves,
