A lot of time in marketing we make things complicated - trying to optimize conversion rates, numbers and deeply understand every thought and emotions our customers think.
However, sometimes the best tool is common sense - it's a tool that I like to use on projects: thinking of the first thing that naturally comes to mind.
For example: when you think of luxury watches - maybe you think business people, rich sports or rappers. What ever the case maybe - use that data.
In marketing we are dealing with the human mind and to get someones attention is usually based off of the first few thoughts they have when your idea comes in connect with them. What does this remind them of? How does it make them feel?
Being self aware of our own emotions and preferences - can sometimes allow us to better understand other peoples preferences.