you’ve found that your target buyer finds it difficult to engage in a healthier lifestyle. the combination of demographic and psychographic information informs your buyer persona — a detailed picture of the audience you serve now and would like to serve in the future. it’s a collection of consumer values and behaviors that tell you who would be most receptive to your organization’s offering. if you’re not in a business where you have that kind of relationship with customers, look for any friends who are similar to your ideal client. send out a customer survey and be honest — tell them you want to better understand what they care about.
if you already have a good idea of what your target audience looks like, you can use that information to do research on your own. you know that your target buyer spends their free time on pinterest. knowing more about their hobbies and interests will help you choose what to blog about and what images you should use in your next ad. knowing the personality traits of your target buyer can help you write verbiage that appeals to them specifically. in your campaign, you might choose to include photos of people of all sizes who are equally healthy or on the path to healthfulness. knowing your target buyer’s psychographic profile can help you appeal specifically to them.
some experts fear the applications of psychographics could lead to a dystopian future — and that it may already be too late to reverse course. for example, political consulting firm cambridge analytica created a psychographic profile that placed people in a particular market segment according to the presence or absence of five personality traits: openness, conscientiousness, extraversion, agreeableness, and neuroticism (popularly known as the ocean model of personality). and where better to find it than on facebook, a social network consisting of 2 billion users across the globe. to its advertising quiver of demographic and geographic segmentation, porsche has added the arrow of psychographic segmentation with the goal of targeting “a younger audience and females” — traditionally thought of as demographic segments. corehealth is a good example of how psychographics is being refined and deployed in the health services sector. a number of companies are betting otherwise, bringing this form of profiling to the food industry.
while some of these tactics blend with more run-of-the-mill digital marketing, it’s easy to see in statsocial’s work how a psychographic flavor has permeated the latest wave of digital marketing tech. while the data gathered by statsocial isn’t definitive, it’s meant to enhance audience insights and give companies a clearer picture of who they are trying to reach. in addition to a focus on wellness, psychographics showed that oleander residents also want flexibility in their amenity spaces, so the common areas are designed with this in mind. it can be tempting to assume that a higher degree of granularity in targeting prospective voters can offset the shortcomings of political advertising; however, there is little data to support this. thus, despite recent negative press for companies like facebook and cambridge analytica, psychographic marketing will likely be a key part of the multi-billion dollar ad market for years to come. and, as we’ve seen, psychographic segmentation is a key component in a number of sectors — including the auto industry, health services, and food — that have nothing to do with elections.
demographics explain who your buyer is, while psychographics explain why they buy. demographics include objective data like gender, age, income, unlike demographic data, which identifies broad categories of potential customers, psychographic data tells you about these people’s attitudes it goes beyond classifying people based on general demographic data, such as age, gender, or race. psychographics seeks to understand the, psychographic segmentation, psychographic segmentation, psychographic profile example, psychographics, psychographic vs demographic.
demographics refers to statistical data (age, gender, income, etc.) collected for a particular population. psychographics refers to information about a particular population’s attitudes, aspirations, and other psychological criteria. demographic information tends to focus on external or physical factors such as age, ethnicity, gender, location, etc., while psychographic information focuses on psychological factors such as motivations, beliefs, priorities, etc. it’s been said that demographics help you understand who buys your product or service, while psychographics helps you understand why they buy. another way to demographic data is quantitative, while psychographic data is qualitative. that means the demographic data can tell you who a consumer is, while psychographic segmentation is a method used to segment customers by their personality traits, attitudes, interests, values, and other lifestyle, psychographic target market, psychographic data. what are 4 examples of psychographics? what is the similarities between demographics and psychographics?
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