Consumers/Customers
We prefer People. The word Consumers sounds like a number or a statistic and doesn't
seem to really signify living beings with emotions and desires. (We do use the words
however as shorthand.)
Market Share/ Value share
Lag measures that are just sign posts can never be the drivers of a journey with
consumers.
Target Audience
This sounds predatory – not like a definition of people you would want to have a
relationship with.
Consumer Segment
This sounds like an agglomerate of numbers or statistics. It ignores not only the
human element but also the distinguishing characteristics that may want you to put
a group of people together.