Understanding Psychographics in Marketing

psychographicsThe concept of psychographics came into full use in light with the Cambridge Analytica during the 2016 US presidential election. Some refer it as the dark art of marketing. With psychographics, marketers can change the way they understand and influence decision making. As far as psychographics is concerned, it is the study of consumers based on their activities, opinions, and interests. It puts its focus on understanding the cognitive attributes such as customer emotions, attitudes, and values among other psychological factors.

Marketers, researchers, and advertisers can leverage this approach to create psychological profiles of customers. These profiles help researchers understand consumer motivations and opinions and thus know the kind of messaging tactics to use to drive their messages. In studying consumer habits and coming with profiles, marketers move beyond blanket advertising such as television ads, direct mails, and billboards and achieve a more targeted approach.


Psychographic Profile

A psychographic profile contains information about a person’s hobbies, interests, lifestyle choices and emotional triggers among other data. This information could provide insights on why some people may buy a certain product, vote in a certain way, and support a given course and much more.


How Psychographic information is collected

There are different ways to gather and analyze data that is collected through psychographics. Some of the methods used under this technique include interviews and traditional focus groups, set-top box viewing data, surveys and questionnaires, psycholinguistic dictionaries, website analytics, browsing data, social media likes, tweets and clicks, and third-party analytics. From each data source, researchers can get insights into consumer preferences either indirectly or directly.

There are different ways to group psychological characteristics. The first one is personality traits. Brands, services, and products all have personalities that are created intentionally or without intent. Marketers often create these personalities to match the personality traits that are most attractive to their targets and market.


LifestylesWe all have different lifestyles with all these reflecting different factors including the stages making our lives. Our needs and wants are based on our lifestyle. Segmentation by lifestyle considers where a client is in terms of the lifecycle as well as important things they consider in their life.


Opinions, Interests, Attitudes, and Hobbies

This categorization looks at factors such as opinions on issues including politics, gender, religion and issues on the environment. It can also look at issues to deal with sports, arts, and culture as well as recreational activities. You look at the opinions and interests your market segments hold as well as the activities that they engage in.


Social Status

A social status is a segmentation approach crosses other important aspects such as income strata, stage of life and preferences. There is always a strong psychological component in one’s need to maintain a certain social class or standard. This approach can be a powerful way of segmentation. It can be very fruitful when there is a direct connection between one’s interest and consumption of products and services. Other ways of segmentation include the degree of loyalty, occasions among others. These strategies can be used to develop a business and marketing strategy.





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