Psychographic Factors: A Deep Dive
In yesterday’s blog we talked a little bit about psychographics. Today we’re going to take a deeper dive into the factors that make up psychographic profiles. They can be broken down into four major groups: beliefs, attitudes, values and needs. Beliefs are defined as something that someone holds to be true and come from our experiences. They are hard to change because the longer we hold them, the more stable and entrenched they are. We often hold beliefs at the core of “who we are.”
In yesterday’s blog we talked a little bit about psychographics. Today we’re going to take a deeper dive into the factors that make up psychographic profiles. They can be broken down into four major groups: beliefs, attitudes, values and needs. Beliefs are defined as something that someone holds to be true and come from our experiences. They are hard to change because the longer we hold them, the more stable and entrenched they are. We often hold beliefs at the core of “who we are.” Attitudes are defined as stable, positive or negative response to certain people, ideas, objects and/or policies. Lastly, values are goals that one strives for and they are what we consider important and desirable. They can be for reasons of nostalgia, materialism, prestige, pleasure, etc. Lastly, we all have needs. That is the motivation to fulfill any deficiency that we may have according to Maslow’s Hierarchy of Needs, which we’re certain you all have heard of. These include: basic survival needs, safety/security, connection/love & belonging, esteem needs and finally, self-actualization. All of these major groups inherently affect the factors that we are now going to talk about.
Lifestyle: Every day activities and how people spend their time. This can give insight into what someone is lacking in their life or has too much of. This can show you how a person views themselves and how their life is influenced by their careers and relationships.
Interests: How do people choose to spend their spare time? This says a lot about a person. Typically, within a brand, the audience will share some common interests.
Personality: There are five major groups and it shows how people interact with the world around them.
Introvert or Extrovert
Emotional or Logical
Programmatic or Idealist
Spontaneous or Planner
Creative or Systematic
Social status: This can give insight into how purchasing decisions will be affected by income.
Behaviors: Defined as the way in which one acts or conducts oneself. Behaviors can be shown through a person’s buying patterns, product usage, and frequency of purchases.
Habits: Daily habits are not easily broken. It is defined as a routine behavior regularly and tends to occur subconsciously.
Now that we understand the psychographic factors a little deeper, the next step is to use these to segment your audience into different groups based on similarities. When using these factors to segment your audience it will help improve your marketing campaigns. Pairing this with demographics will streamline your efforts and you will see better results.
Psychographics for Advertising/Marketing Strategy
Psychographics sounds like a pretty intense word does it not? It’s not nearly as crazy as it sounds and it is a key component of marketing and advertising strategies. Psychographics uses psychology in conjunction with demographics to create a set of traits to group consumers by what influences their purchasing behaviors. It’s psychological and cognitive traits of consumers that reveals their beliefs, values and goals. There are factors that influence their psychographics such as, personality characteristics, lifestyle, social class, habits, behaviors and interests. So, how do you find the psychographic data from your audience? Well, there are a few ways. Interview existing clients by sending out a survey or asking directly. It’s asking questions like, “what did you do over the weekend?”
Psychographics sounds like a pretty intense word does it not? It’s not nearly as crazy as it sounds and it is a key component of marketing and advertising strategies. Psychographics uses psychology in conjunction with demographics to create a set of traits to group consumers by what influences their purchasing behaviors. It’s psychological and cognitive traits of consumers that reveals their beliefs, values and goals. There are factors that influence their psychographics such as, personality characteristics, lifestyle, social class, habits, behaviors and interests. So, how do you find the psychographic data from your audience? Well, there are a few ways. Interview existing clients by sending out a survey or asking directly. It’s asking questions like, “what did you do over the weekend?” or “what good movies have you seen lately?” Ask them about family. Do they have children? Do they workout? This will all give you insight into their lifestyle. You can also get the data from your website analytics. What CTA’s were clicked on most. What have they purchased from you in the past? Were those items on sale? Lastly, you can use focus groups or collect data from market research companies to gain insights. Now that you have your psychographic data it’s time to tailor your audience’s experiences to their needs. It’s important to motivate them based on their needs. Show examples of what worked for previous customers. Something that is important to them. Second, make sure to market to them where they spend their time. Are they on Facebook or do they spend most of their time on YouTube? Third, your marketing must include things that are priority to them. Are they family driven? Career driven? Healthy lifestyle driven? This can help you tailor your images and messages for them specifically. Personalization is not an option for customers today, it’s a must. The more you understand your audience the more your brand can connect with them on a deeper level.