An effective way to better understand your customers is using the Customer Empathy Map, a tool developed by XPLANE (https://www.xplane.com/).
It helps you think beyond the demographics of your target market and to gain insight into the environment, behaviour, concerns, and aspirations of customers. This process will lead to a more efficient value/utility proposition design aligned with your target market. Do not forget that the effective diagnosis and satisfaction of a real need/problem faced by potential customers is a key factor in the success of your venture.