The Power of Psychographics

Psychographics

[sahy-kuh-graf-iks]

NOUN

The use of demographics to determine the attitudes and tastes of a particular segment of a population, as in marketing studies.

Where does it fall within the marketing framework?

We as marketers look at a ton of data to determine what we understand who our customers are and how do we cater to them? Demographics playing a major role of this data, helps determine only a little piece of what knowledge we know about our entire market. Geographics is another part of the framework, which helps us determine what part of the world they are in. But what about the other information? Interests, Activities and Opinion or also known as IAO. Gaining this type of data is really important to fully understand your market’s buying behaviors to help lead them through the sales funnel, and getting a conversion.

Market Segmentation Graph

IAO – Interest, Activities, Opinions

The leading feature on this list is interests. Interests is mind-numbingly broad, both as a term, and as it applies to psychographics. Interests include the information and life experiences that occupy a customer’s mind.

INTERESTS

What are your demographics interests?

  • Parenting
  • Wealth
  • Physical Achievements
  • Partying

ACTIVITIES

  • Fishing
  • Surfing
  • Reading
  • I don’t have any hobbies
  • Minecraft
  • Stamp collecting
  • Pinterest
  • Online gaming
  • Traveling
  • Craft brewing
  • Gardening
  • Cycling
  • Hiking
  • Painting

OPINIONS

  • What is your opinion on the place of personal faith in the workplace?
  • What is your opinion on the current condition of the government?
  • What is your opinion on the greatest social needs?
  • What is your opinion about early childhood education?
  • What is your opinion on how individuals should be involved in environmental protection?
Psychographic Research Chart&nbsp
Demographic Research Table

Demographics vs. Psychographics

Demographics only shows us WHO our user is, not why they might buy or convert. Psychographics shows what our demographic loves to do, and what things make or break her buying decision. Below demonstrates the differences:

Psychographic Diagram
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