A casino is a place where people come to gamble and have fun. The decor is flashy and extravagant, the music upbeat, and there is a sense of excitement in the air. People are rushing around tables and slot machines, laughing and talking to one another, trying their luck at games that range from poker to roulette. The thrill of not knowing when fortune will smile on them is what brings people back again and again to gamble.

In movies, like the infamous Casino, starring Robert De Niro and Sharon Stone, casino gambling is often depicted as an industry where greed and treachery reign supreme. But while it’s easy to look at the big picture, we also know that local economies get a boost when huge numbers of people flock to casinos. This money gets spent in local restaurants, hotels, and other businesses, and it also creates jobs and boosts entertainment options.

For years, casinos have focused on demographic information to determine how best to market their offerings. But while this approach is helpful, it’s not always the most effective way to understand the needs and motivations of your audience.