In product development, demographic refers to the statistical description of a human population. Characteristics included in the report may include gender, age, education level, marital status, and various behavioural and psychological factors. This information is used to determine which products are likely to be of interest to particular groups of consumers. For example, if a company is developing a new line of hair care products, they would want to know the demographics of their target market to create products that meet their needs and desires. This way, demographic information can be an essential tool in product development.