To understand our target market, our professionals had to take a different approach to the standard demographic study completed by most businesses. Identifying our job-seeking market could prove to be as vague as identifying the general population in terms of age, gender, income level, occupation, education and family circumstances. Three Stars Inc. took a different approach by instead identifying our market as people unhappy in their current employment situation for many reasons, such as unemployment, income level, insufficient recognition, office politics, inadequate opportunities for career advancement, boredom, poor relations with management and co-workers, or an undesirable commute. These are the people that our advertisers wish to reach.
