Adaeze is an advertiser at an athletic wear company promoting a new women's running shoe. She used audience insights to determine that shoppers most likely to engage with her brand were married women, so she tailored her creative to best reach this audience. Which audience insight did she use to learn this?

Demographic insights provide information about an audience's characteristics, such as age, gender, marital status, income, and education. Adaeze used this type of insight to identify that married women were a key audience segment for her new running shoe, allowing her to tailor her creative accordingly. Purchase frequency refers to how often customers buy products, which doesn't directly identify who the customers are. Overlap reports show shared audiences between different segments or brands, but not the inherent characteristics of a single audience. Timing refers to when an audience is most active or likely to convert, which is about behavior, not intrinsic characteristics.