and when the aim of marketers is to fully understand who their audience is and what drives them, using demographics and behaviors alone for this paints a blurry picture. consumers are incredibly idiosyncratic and complex, so the need for depth and accuracy is key when it comes to your psychographic research. the extra layer of information psychographics provide is often hailed by marketers as the most crucial insight they can get – because it can have the biggest impact on a creative idea or strategy. combining demographic and psychographic data, you can integrate the what with the why to build highly sophisticated profiles of your consumers; this gives you a much clearer picture of who they really are. this way you can ask thousands of consumers the same questions about themselves and you’ll have a valid set of responses from which you can draw the right insights.
once the active data is gathered, it can be integrated with passive data sources to reveal hidden truths about your audience. our latest research reveals one of the overarching reasons behind this shift: consumer psychographics add extra dimensions to your existing knowledge of your target audience, and can even lead to a transformation of your targeting strategy. consumers want a more personalized experience from brands, and a key part of this is being able to tell stories they’ll listen to. knowing what your target consumers want from your brand and its products on an emotional level helps you sculpt a cohesive message and give your brand a homogenized sense of purpose. the team understands data is currency – and bargaining power – which is why audience profiling has become a winning part of their pitching strategy, helping bigeye stand out in the process. they’re keen to keep replicating this – using consumer psychographic data to reveal motivations, attitudes and perceptions – as a key selling point in convincing prospects their campaigns will work.
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.
also known as ‘attitudinal research’, psychographic research is the study of people’s values, desires, goals, interests, and lifestyle choices. psychographics is the study of consumers based on their activities, interests, and opinions (aios). it goes beyond classifying people based on according to merriam-webster, psychographics are “market research or statistics classifying population groups according to psychological, psychographic marketing, psychographic marketing, psychographic research examples, psychographics examples, psychographic segmentation.
psychographics is the qualitative methodology of studying need a plan for researching psychographics in your audience? download the market research kit to get started. psychographic factors. demographic vs. psychographic research the purpose is to find your product’s best and biggest customers based on demographic variables such as, psychographic data, psychographic targeting, psychographic segmentation examples, psychographic profile, psychographic vs demographic, demographics and psychographics, psychographic questions, psychographics media, psychographic characteristics, psychographic group. what is psychographic research? what are examples of psychographics? how does psychographics research differ from demographics research? what are the four forms of psychographic studies?
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