Audience

Individuals are often categorised into types, for the sake of marketing and target audiences. However you have to take into account that the market and audience can be different. 

Audiences can be defined through geographic, demographic, behavioural and psychographic segments, which help to identify who they are and what sort of things they do/like. 

An example of demographic is google data which stores statistics of what people do online. 

The audience agency, provides different category names and statistics for them. Audience Spectrum | The Audience Agency

There is also CACI acorn which has 62 segments. These can be helpful when creating personas. 

Persona boards can also be used when identifying audience, which involves writing 400 words about the day in the life or describing what's in the bag.