Why Understanding People is More Complicated Than You Think

Brett Allen • December 12, 2024

A New Way to Rethink Your Audience

Ever feel like traditional marketing tools don’t quite capture the complexity of real people? Most marketing relies on one-size-fits-all approaches , like static personas or fixed customer journeys. But humans are dynamic, influenced by countless factors—and that’s where traditional methods fall short.

By borrowing ideas from anthropology , the study of people and cultures, we can rethink how we understand and connect with our audience. This article introduces a fresh approach, using concepts like Continuum Personas and Loops to better reflect the complexities of human behaviour.

This is a quick summary of where my thoughts are at by the end of 2024.

The Human Puzzle: Why Traditional Personas Fall Short

Marketing personas are simplified sketches of ideal customers, like “Jane, the busy mom.” While they’re useful for creating focus, they can feel too rigid and out of touch with the messy reality of human lives.

People don’t fit neatly into boxes. Life is unpredictable, and behaviours shift constantly by the year, month, day, hour or even minutes. For example, Jane may not always act like a busy mom—sometimes, she’s a professional, a friend, or someone scrolling through social media, born in Peru, Living in Camberwell. We miss out on these finer details when we treat her as one homegenised identity.

A Better Approach: Continuum Personas

I have been working on the concept of Continuum Personas for sometime. Imagine if we could represent people more realistically, capturing their changing priorities and behaviours over time. That’s the idea behind Continuum Personas . These personas are:

  • Flexible: They adapt as people’s lives change.
  • Probabilistic: They describe ranges of likely behaviours rather than fixed traits.
  • Interconnected: They consider how various characteristics (like age, income, and location) influence decisions.

Think of planning a beach holiday. You might expect sunny weather, but you also pack for rain—just in case. Continuum Personas work similarly: they prepare us for various possibilities, not just one ideal scenario.

Example: Fitness Trackers

Let’s say a company sells fitness trackers. Traditional personas might target “Jane, the health enthusiast”. A Continuum Persona approach looks at how Jane’s interest evolves:

  • She starts as a casual walker, just daily walk with her dog.
  • A year later, she’s training for a 10k fun run with her friends.
  • After that, she uses the tracker to improve her sleep due to pains from a training expercise
  • She then just walks her dog, tracker is now in a drawer.

By thinking this way, the company can create campaigns that resonate and engage with Jane at each stage of her journey, and back again.

Why People Don’t Take Straight Paths: The Loop Concept

Marketers often use customer journeys to map how people discover, consider, and buy products. But real life rarely works like this. A typical journey might assume: “First, they see an ad. Then, they visit the website. Finally, they make a purchase.” What happens when someone sees your ad but doesn’t click? Or hear about your product again six months later? People’s behaviours loop back, overlap, and change over time.

Continuum Loops capture this non-linear reality. Instead of thinking about straight paths, think of loops as evolving stories:

  • They’re flexible: People can enter and exit at any point.
  • They’re layered: Each interaction adds depth to the relationship.
  • They’re ongoing: There’s no fixed endpoint—just opportunities to reconnect.

Example: A Coffee Brand

Imagine a local coffee brand. Traditional marketing might focus on a single journey:

  1. See an ad.
  2. Visit the shop.
  3. Buy coffee.

A loop approach acknowledges that the customer’s journey might look different:

  • First, they pass by the shop and notice the smell.
  • Weeks later, a friend recommended the coffee.
  • They visit the shop but don’t buy anything.
  • Months later, they see an ad online and finally make a purchase.

This layered approach better reflects real-life behaviours. Adding cultural/social contexts, like friends or events adds even greater richness.

Why Anthropology?

Anthropology helps us understand people in their real-world environments. It’s not about reducing people to numbers—it’s about observing their habits, culture, and emotions to uncover what drives them. For example, imagine studying why a group of friends chooses one café over another. Is it the coffee, the vibe, or the Wi-Fi? Anthropology helps us uncover these hidden dynamics, making our marketing strategies more human.

What This Means for You

This approach has benefits for both businesses and customers:

  • For businesses: You can stop guessing what your audience wants and start understanding how they think and act. This leads to better campaigns and stronger relationships.
  • For customers: You’ll experience brands that connect with you personally meaningfully instead of treating you like a sales number.

The Big Picture: Marketing That Feels Human

This isn’t about using fancy tools or confusing strategies. It’s about paying attention to real people and their lives.

By adopting Continuum Personas and Continuum Loops, businesses can move beyond labels and engage with audiences in dynamic, authentic ways. People aren’t static—they’re wonderfully complex, and your marketing should be.

By Brett Allen March 28, 2026
Learning to See Organisations Differently
By Brett Allen March 19, 2026
A few years ago, I would never have imagined becoming an ethnographer of the train. But geopolitics has a way of rearranging the mundane. As fuel prices surge, a consequence of unnecessary war in the Middle East and trade wars, all decided in distant corridors of power. The ripple effect has forced me to switch from my car to public transport. From driving the lines, tracing my own routes through the road network insulated in steel and glass, I was thrown in with everyone else.  What I found has become curious. A train line is not simply a route through space. It is a line, physical and imagined, entangled with a multitude of lives, intentions, and temporalities. Knotting together and unravelling at each station along the journey. A student boards at one stop, a shift worker departs at the next, and a consultant opens a laptop three stations later. The line gathers and disperses, gathers and disperses. Each node of the collection station, platform, and carriage doors rounds up and orders human packages. People gather, but they do not meet. They are collected. Sorted. Loaded. Pack away. Arriving at the station or stop, bodies pour out in a slow, uniform current, phones in hand, heads bowed. I couldn’t shake the image of workers leaving the machine in Fritz Lang’s Metropolis . The same shuffling gait. The same downcast eyes. But these aren’t labourers broken by industrial discipline. These are knowledge workers, voluntarily tethered. I began to think of the smartphones as umbilical cords. Unnecessary ones at that. These digital entanglements connect each person to hegemonic entities they can barely name or conceive. Big tech, algorithmic processes, AI, data architectures, concepts that don’t enter the mind of the commuter. So who is nourishing whom in this arrangement? The user feels connected, sustained. The platform extracts attention, data, and behavioural surplus. Both parties believe the other is the dependent. And then there were the laptops. People are already working buried in emails, spreadsheets, Slack messages — before they’d arrived at the office. Whatever happened to the Australian ethos of working to live rather than living to work? That sensibility assumed a clean boundary between labour and leisure, between the office and the beach. The smartphone has erased or weakened that line. Work, rest, and distraction occupy the same device, posture, and glazed expressions. You cannot tell from looking whether someone is answering their manager or scrolling memes. The activity is identical. I noticed all of this because I was reading Tim Ingold’s Life of Lines , a physical book, held in two hands, which, of course, is its own technology of insulation. Ingold distinguishes between the wayfarer, who moves attentively through the world, and the transported person, who is essentially a parcel moved from one destination to another. My fellow commuters had gone further. They were being transported through physical space while simultaneously being transported through digital space. Present in neither. Autonomous in neither. The train line, this thing that entangles us all at different points of time and space, had become merely a conduit, its knots of human meeting pulled tight and never opened. The car windscreen has been replaced by the phone screen. The private cabin has been replaced by the digital bubble. The insulation persists. It just changed the substrate. I looked up from my book and saw lines everywhere. The fixed line of the rail corridor. The invisible lines of the wireless signal. The lines of text on every screen. The lines of force run from Washington to fuel pumps to household budgets to train tickets. And the line I was travelling, entangled with a multitude at different points of time and space, knotting and unknotting at every station. We were all following lines. None of us chose quite where they led. Perhaps the most honest thing I can say is this: I am one of the drones, too. I was reading a book about lines while being carried along one, performing a more prestigious version of exactly what everyone else was doing, absent from the shared space, following a thread of my own. The only difference was the moment I looked up. Maybe that’s enough. The ethnographic instinct isn’t immune to the pattern. It’s the willingness to notice you’re in it.
By Brett Allen November 18, 2025
This proposed paper is glance towards future research project and a trend on social media. With the topic of Empathy becoming a hot subject at the moment on social channels such as LinkedIn.
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