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How to Use Psychographics in Marketing

February 10, 20237 min read

Psychographics is a method of analyzing and describing a population based on their personality, values, attitudes, interests, and lifestyle. It is used to segment a market and understand how consumers with similar psychographic characteristics may respond to different marketing messages or products. In this short guide, we’ll explain how to use psychographics in marketing.

This information can be used to target specific groups of consumers with tailored marketing campaigns and messaging, and to create products and services that align with their values and preferences.

An example of how to apply psychographics to define the brand’s audience for an imaginary brand.

Brand Name: EcoClean

Define the brand’s audience

  • Understand psychographics: Psychographics is the study of the personality, values, attitudes, interests, and lifestyles of a target audience. It helps to understand the motivations, behavior, and decision-making of a specific group of people.
  • Research the audience: Use online and offline research methods to gather data on the brand’s target audience, including demographic information (age, gender, income, etc.) and psychographic information (personality, values, attitudes, interests, and lifestyles).
  • Analyze the data: Analyze the data to identify patterns and common characteristics of the brand’s target audience, such as their values, attitudes, and interests, which will help to inform the brand’s messaging and marketing strategy.

Checklist:

  • Understand psychographics
  • Research the audience
  • Gather data about demographic information (age, gender, income, etc.) and psychographic information (personality, values, attitudes, interests, and lifestyles)
  • Analyze the data
  • Identify patterns and common characteristics of the brand’s target audience
  • Use the data to inform the brand’s messaging and marketing strategy

Example: EcoClean is an eco-friendly cleaning products brand that wants to target environmentally conscious consumers. To define the brand’s audience, we would first understand psychographics and how it can help us to understand the motivations, behavior, and decision-making of a specific group of people.

Then, we would use online and offline research methods to gather data on the brand’s target audience, including demographic information such as age, gender, income, etc., and psychographic information such as personality, values, attitudes, interests, and lifestyles. This data can be collected through surveys, focus groups, online polls, and other research methods.

Once we have the data, we would analyze it to identify patterns and common characteristics of the brand’s target audience. For example, we might find that our target audience is primarily made up of female consumers between the ages of 25 and 44 who are highly concerned about the environment and are interested in sustainable living.

Using this information, we can then inform the brand’s messaging and marketing strategy by using language and imagery that appeals to this audience’s values and interests.


Where to Get Psychographics Data?

There are many ways to gather psychographic data, here are a few examples :

  • Surveys: Surveys can be used to gather information about a target audience’s personality, values, attitudes, interests, and lifestyles. Surveys can be conducted online, by phone, or in person, and can be distributed to a specific group of people or a random sample of the population.
  • Focus groups: Focus groups involve gathering a small group of people together to discuss a specific topic or product. Focus groups can be used to gather information about a target audience’s attitudes, values, and interests.
  • Online research: Online research can include analyzing social media profiles,

Tools That May Help Collect Psychographics Data?

Online tools that can help collect psychographic data:

  • Surveys: There are a number of online survey tools, such as SurveyMonkey, Google Forms, and Typeform, that can be used to create and distribute surveys to gather information about a target audience’s personality, values, attitudes, interests, and lifestyles.
  • Social media listening tools: Social media listening tools, such as Hootsuite Insights, Brand24, and Mention, can be used to analyze social media conversations and gather insights about a target audience’s values, interests, and behavior.
  • Demographic research tools: There are tools such as Google Analytics, that can be used to analyze website traffic and gather information about the demographics of a brand’s online audience, including age, gender, location, and more.
  • Customer data platforms: such as Segment, are designed to collect and centralize customer data across different touchpoints and channels.
  • AI-based tools: such as Persado, can analyze large amounts of customer data to gain insights into customer behavior and preferences.

It’s important to keep in mind that these tools are just a starting point, and that in-depth research and analysis are required to make sense of the data and use it effectively to define your target audience.


Psychographics in Marketing FAQ

What is psychographics?

Psychographics refers to the study of the personality, values, attitudes, interests, and lifestyles of individuals or groups.

Why is psychographics important for marketing?

Understanding the psychographics of a target audience can help marketers create more personalized and effective campaigns that resonate with their audience’s values and interests.

How can businesses gather psychographic data?

Businesses can gather psychographic data through surveys, interviews, social media analysis, and analyzing customer behavior and purchase history.

What are some real-life examples of psychographics in marketing?

One example is how luxury car brands such as BMW or Mercedes-Benz create marketing campaigns that appeal to consumers who value status and luxury lifestyles. Another example is how outdoor gear and clothing brands target consumers who are interested in adventure, exploration, and outdoor activities.

How is psychographics different from demographics?

While demographics focus on statistical data such as age, gender, and income, psychographics focus on the psychological aspects of individuals such as their motivations, beliefs, and preferences.

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Sander B.

Tech enthusiast and avid learner. Passionate about exploring new trends and sharing my knowledge with others. Always on the lookout for new opportunities to grow and improve. Putting the 'pro' in prose 📝 and the 'fun' in puns 🤣 #CopywritingAndComedy

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