LOHAS – for Lifestyles of Health and Sustainability is one of many demographics emerging in richer societies. LOHAS is composed predominantly by highly educated women concerned with the environment, who buy organic food and do yoga or maybe zumba. If Whole Foods wants to come to Madrid or Ciudad del Mexico, this is going to be a good demographic to start with. How would that be done if this was 2001? A Traditional market research team would be hired and then proceed to call people, screening their habits or maybe approaching individuals in busy streets to answer a long form. Only a fraction of those would be identified as the target audience, because most of the subjects simply would not match the criteria.