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Psychographics is defined as "market research or statistics classifying population groups according to psychological variables" The term psychographics is derived from the words "psychological" and "demographics" Two common approaches to psychographics include analysis of consumers' activities, interests, and opinions (AIO variables), and values and lifestyles (VALS). Psychographics have been applied to the study of
personality Personality is any person's collection of interrelated behavioral, cognitive, and emotional patterns that comprise a person’s unique adjustment to life. These interrelated patterns are relatively stable, but can change over long time per ...
, values,
opinions An opinion is a judgement, Point of view (philosophy), viewpoint, or Proposition, statement that is not conclusive, as opposed to facts, which are truth, true statements. Definition A given opinion may deal with subjectivity, subjective matters ...
, attitudes, interests, and
lifestyles Lifestyle is the interests, opinions, behaviours, and behavioural orientations of an individual, group, or culture. The term " style of life" () was introduced by Austrian psychologist Alfred Adler in his 1929 book, ''The Case of Miss R.'', ...
. Psychographic segmentation is a technique for grouping populations into sub-groups according to similar psychological variables. Psychographic studies of individuals or communities can be valuable in the fields of
marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...
,
demographics Demography () is the statistical study of human populations: their size, composition (e.g., ethnic group, age), and how they change through the interplay of fertility (births), mortality (deaths), and migration. Demographic analysis examin ...
, opinion research, prediction, and
social research Social research is research conducted by social scientists following a systematic plan. Social research methodologies can be classified as quantitative and qualitative. * Quantitative designs approach social phenomena through quantifiable ...
in general. Psychographic attributes can be contrasted with demographic variables (such as age and gender), behavioral variables (such as purchase data or usage rate), and organizational descriptors (sometimes called firmographic variables), such as industry, number of employees, and functional area. Psychographic methods gained prominence in the 2016 US presidential election and the opposing campaigns of
Hillary Clinton Hillary Diane Rodham Clinton ( Rodham; born October 26, 1947) is an American politician, lawyer and diplomat. She was the 67th United States secretary of state in the administration of Barack Obama from 2009 to 2013, a U.S. senator represent ...
and
Donald Trump Donald John Trump (born June 14, 1946) is an American politician, media personality, and businessman who is the 47th president of the United States. A member of the Republican Party (United States), Republican Party, he served as the 45 ...
, with the latter using them extensively in
microtargeting Microtargeting is the use of online data to tailor advertising messages to individuals, based on the identification of recipients’ personal vulnerabilities. Such tactics can be used for promoting a product or a political candidate. Direct market ...
advertisements to narrow constituencies.


Uses

Psychographics is utilized in the field of marketing and advertising to understand the preferences of consumers and to predict behavior/patterns. Private research companies conduct psychographic research using proprietary techniques. For example,
VALS Vals is the word for waltz in many European languages. Vals or VALS may also refer to: * Peruvian waltz The vals criollo (), or Peruvian waltz (), is an adaptation of the European waltz brought to the Americas during colonial times by Spain. In ...
is a proprietary framework created by Strategic Business Insights that separates US adults into eight distinct types by evaluating their motivations and resources to understand anticipated consumer behavior. Psychographics is often used for
market segmentation In marketing, market segmentation or customer segmentation is the process of dividing a consumer or business market into meaningful sub-groups of current or potential customers (or consumers) known as ''segments''. Its purpose is to identify pr ...
and improved target marketing. Psychographic segmentation is also applied to other fields and across cultures in order to understand motivations and behavior including in healthcare, politics, tourism and lifestyle choices.


Psychographic profiling

Psychographics are applied to the study of cognitive attributes such as attitudes, interests, opinions, and
belief A belief is a subjective Attitude (psychology), attitude that something is truth, true or a State of affairs (philosophy), state of affairs is the case. A subjective attitude is a mental state of having some Life stance, stance, take, or opinion ...
, as well as the study of overt
behavior Behavior (American English) or behaviour (British English) is the range of actions of Individual, individuals, organisms, systems or Artificial intelligence, artificial entities in some environment. These systems can include other systems or or ...
(e.g., activities). A "psychographic profile" consists of a relatively complete profile of a person or group's psychographic make-up. These profiles are used in
market segmentation In marketing, market segmentation or customer segmentation is the process of dividing a consumer or business market into meaningful sub-groups of current or potential customers (or consumers) known as ''segments''. Its purpose is to identify pr ...
as well as in
advertising Advertising is the practice and techniques employed to bring attention to a Product (business), product or Service (economics), service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of int ...
. Some categories of psychographic factors used in market segmentation include: * activity, interest, opinion (AIOs) * attitudes *
values In ethics and social sciences, value denotes the degree of importance of some thing or action, with the aim of determining which actions are best to do or what way is best to live ( normative ethics), or to describe the significance of different a ...
* behavior * expressions * gesture


Comparison to demographics

Psychographics is often confused with
demographics Demography () is the statistical study of human populations: their size, composition (e.g., ethnic group, age), and how they change through the interplay of fertility (births), mortality (deaths), and migration. Demographic analysis examin ...
, in which historical generations may be defined both by demographics, such as the years in which a particular generation is born or even the fertility rates of that generation's parents, but also by psychographic variables like attitudes, personality formation, and cultural touchstones. For example, the traditional approaches to defining the
Baby Boom Generation Baby boomers, often shortened to boomers, are the demographic cohort preceded by the Silent Generation and followed by Generation X. The generation is often defined as people born from 1946 to 1964 during the mid-20th century baby boom that ...
,
Generation X Generation X (often shortened to Gen X) is the Demography, demographic Cohort (statistics), cohort following the Baby Boomers and preceding Millennials. Researchers and popular media often use the mid-1960s as its starting birth years and the ...
, or
Millennials Millennials, also known as Generation Y or Gen Y, are the demographic cohort following Generation X and preceding Generation Z. Researchers and popular media use the early 1980s as starting birth years and the mid-1990s to early 2000s a ...
rely on both demographic variables (classifying individuals based on birth years) and psychographic variables (such as beliefs, attitudes, values and behaviors).
Infusionsoft Keap (formerly Infusionsoft) is a private company that offers an e-mail marketing and sales platform for small businesses, including products to manage customers, customer relationship management, marketing, and e-commerce. It is based in Chandler ...
published an article arguing that customer psychographic segmentation is more useful than demographic information.


See also

*
Attitudinal targeting {{inadequate lede, date=December 2017 For the purpose of better understanding attitudinal targeting, it can be discussed using the 5 Ws and one H: who, what, when, where, why, and how. David Grossman, author of the article "How To Communicate Bette ...
* Behavior modification *
Behavioral targeting Targeted advertising or data-driven marketing is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either ...
*
Black propaganda Black propaganda is a form of propaganda intended to create the impression that it was created by those it is supposed to discredit. Black propaganda contrasts with gray propaganda, which does not identify its source, as well as white propagan ...
*
Brainwashing Brainwashing is the controversial idea that the human mind can be altered or controlled against a person's will by manipulative psychological techniques. Brainwashing is said to reduce its subject's ability to think critically or independently ...
* Consumer analytics * Consumer intelligence *
Demographic targeting Demographic targeting is a form of behavioral advertising in which advertisers target online advertisements at consumers based on demographic information. They are able to achieve this by using existing information from sources such as browser h ...
*
Disinformation Disinformation is misleading content deliberately spread to deceive people, or to secure economic or political gain and which may cause public harm. Disinformation is an orchestrated adversarial activity in which actors employ strategic dece ...
*
Freedom of choice Freedom of choice describes an individual's opportunity and autonomy to perform an action selected from at least two available options, unconstrained by external parties. In politics In the abortion debate, for example, the term "freedom of c ...
*
Geo-targeting In geomarketing and internet marketing, geotargeting is the method of delivering different content to visitors based on their geolocation. This includes country, region/state, city, metro code/ zip code, organization, IP address, ISP, or other c ...
* Geodemographic segmentation *
Market analysis A market analysis studies the attractiveness and the dynamics of a special market within a special industry. It is part of the industry analysis and thus in turn of the global environmental analysis. Through all of these analyses the strengths, ...
*
Market research Market research is an organized effort to gather information about target markets and customers. It involves understanding who they are and what they need. It is an important component of business strategy and a major factor in maintaining com ...
*
Market segmentation In marketing, market segmentation or customer segmentation is the process of dividing a consumer or business market into meaningful sub-groups of current or potential customers (or consumers) known as ''segments''. Its purpose is to identify pr ...
*
Marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...
* Microsegment *
Misinformation Misinformation is incorrect or misleading information. Misinformation and disinformation are not interchangeable terms: misinformation can exist with or without specific malicious intent, whereas disinformation is distinct in that the information ...
*
Political warfare Political warfare is the use of hostile political means to compel an opponent to do one's will. The term ''political'' describes the calculated interaction between a government and a target audience, including another state's government, militar ...
*
Project MKUltra MKUltra was an illegal human experimentation program designed and undertaken by the U.S. Central Intelligence Agency (CIA) to develop procedures and identify drugs that could be used during interrogations to weaken individuals and force confes ...
*
Propaganda Propaganda is communication that is primarily used to influence or persuade an audience to further an agenda, which may not be objective and may be selectively presenting facts to encourage a particular synthesis or perception, or using loaded l ...
*
Psychometrics Psychometrics is a field of study within psychology concerned with the theory and technique of measurement. Psychometrics generally covers specialized fields within psychology and education devoted to testing, measurement, assessment, and rela ...
*
Psychological warfare Psychological warfare (PSYWAR), or the basic aspects of modern psychological operations (PsyOp), has been known by many other names or terms, including Military Information Support Operations ( MISO), Psy Ops, political warfare, "Hearts and Mi ...
*
Positioning (marketing) Positioning refers to the place that a brand occupies in the minds of customers and how it is distinguished from the products of the competitors. It is different from the concept of brand awareness. In order to position products or brands, compani ...
*
Product differentiation In economics and marketing, product differentiation (or simply differentiation) is the process of distinguishing a product or service from others to make it more attractive to a particular target market. This involves differentiating it from c ...
* Segmenting and positioning * Serviceable available market *
Subliminal advertising Subliminal stimuli (; ' literally "below" or "less than") are any sensory stimuli below an individual's threshold or limit for conscious perception, in contrast to stimuli (above threshold). Visual stimuli may be quickly flashed before an indiv ...
*
Targeted advertising Targeted advertising or data-driven marketing is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either ...
*
Target audience The target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to the previously intended audience. In marketing and advertising, the target audience is a particular group of cons ...
* Total addressable market * Values Modes


References


External links


www.netmba.com/marketing/market/segmentation

www.strategicbusinessinsights.com/vals/ustypes.shtml


appendix to ''Lee the American'' by Gamaliel Bradford
How to Use Psychographic Data in Online Marketing
by Susan Gilbert {{Authority control Market research Market segmentation Marketing research Political campaign techniques