1) Off-road enthusiasts: go 'mudding' on weekends, attend jeep rallies, etc.
2) Work truck segment: miners, farmers, etc. that are hard on their tires (go through a lot of tires and are less focused on perception of highway safety).
3) Other 'fleet' markets: Post-office, military, US Forest Service... any organization that has fleets of truck and therefore for which tires are a significant operating cost (and therefore price conscious).
4) Green consumers: value the fact that TW tires are recycled
5) General value buyer: cost is key purchase component
6) Broader light truck/SUV market: cares about cost but will pay more if not convinced of equivalent quality; will not go through the hassle of ordering a tire directly but needs the service of going to a shop to get a product recommendation and take care of install/maintenance.