Demographics alone are no longer sufficient to provide a brand with the kind of information it needs to understand what truly motivates consumer behavior. To delve deeper into the minds of its target audience, brands need to utilize psychographics. Psychographics involves researching not just how consumers are defined but how they think—what motivates them, interests them, and connects with them. A brand with the expanded understanding of consumers provided by psychographics will be better equipped to compete in the crowded online marketplace.
industry research: Psychographicsi n d u s t r y r e s e a r c h : p s y c h o g r a p h i c s Pa g e 2
contents
Executive Summary 03
Psychographics: A Brief Overview 04
The Relationship Between Demographics and Psychographics 05
Gathering and Applying Psychographic Data 07
Example Psychographic Classifications 09
Conclusion 11
Resources 12
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executive summary
Once the driving force behind the creation of a brand's while virtually ignoring psychographic traits that can marketing campaign strategy, demographics are no provide broader, more focused, and precise information longer the sole form of analysis that can or should be about a given target consumer base.utilized by brands as they conceive their marketing efforts. In order to achieve a greater chance at success, brands must go beyond demographics and cross over psychographicsfrom merely defining their consumer base to also can provide a brand with more understanding the behaviors of these consumers. Such comprehensive information about an effort will provide the means to gain a deeper insight consumers than demographics aloneinto the minds of their target consumers. To help bridge this gap, brands have turned to psychographics. A brand utilizing psychographics, however, will be able to Psychographic research involves supplementing target specific subgroups within a larger demographic conventional marketing data with informed assumptions group, subgroups more likely to purchase a given about personality traits and human behavior gleaned product that the wider demographic as a whole. This from disciplines like psychology, sociology, and refined focus enables brands to build off of demographic probability theory. The vast volume of data gathered information and better aim their marketing efforts by the research is organized and manipulated by at their ideal consumers, more effectively reaching computers in order to sort consumers into groups of their potential customers while also more efficiently like-minded individuals. The better understanding of spending their advertising dollars.these consumer groups provided by psychographic research can then aid a brand's ability to predict how Psychographics, therefore, can take demographic data they might behave and respond, thus enabling the about consumers and expand upon it, offering more brand to design its marketing strategy accordingly. comprehensive information about consumers than demographic measures alone, systematically linking There are multitudes of demographic and individual psychological factors with characteristic psychographic data elements that can be utilized by patterns of consumer behavior in order to determine brands to determine and better define their target the best audience for a brand to target and the best audiences. Unfortunately, most brands consider only strategy to employ in order to reach them to help the key demographics such as age, gender, and education, brand achieve marketing success.
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psychographics: a brief overview
Psychographics is the science of dividing individuals and consumption habits. Psychographic information, into distinct groups or subgroups based on their therefore, helps brands understand not just who buys psychological makeup. Psychographic research uses their products, but also why they do so.a wide range of analytic techniques that are derived from psychology as well as sociology to help construct the psychographic profile of a consumer group. Psychographic variables in the context of market using psychographics
research relate to personality, values, attitudes, enables a brand to better understand and
interests, or lifestyle. better reach its target consumer base
As a research tool, psychographics can be used to understand what motivates and drives a target audience By focusing in on a... [download for more]
