Psychographics– Dig Deep, Know the Customers Personal Behavior Data: Understand Buyer Motivation– Go Psycho…

Psychographics describes customers; values, opinions, lifestyle… Think of psychographics as the kind of data a psychologist or anthropologist would use to profile someone, as opposed to the demographic data that a census surveyor wants to collect…

Psychographics are generally expressed as– activities, interests, opinions (AIO), and its customer research that blends demographics and psychology to give a more penetrating understanding of customer behavior. It analyzes the values, beliefs, and underlying motivations of target groups so that you can tailor your products and services to each group…

According to Anthony K. Tjan; customer research tends to be demographically-biased, and it’s time to go a little ‘psycho’ on customers– psychographics, that is… While there’s no standard psychographic profile, we can borrow some ideas from psychology: A psychographics profile should tell us about how a person interacts with the world, e.g., extrovert or introvert, analytical or emotional, what they value most– security, family, environment…

Psychographics offer an ability to understand current and potential customers in terms of the beliefs and values that drive their purchasing behavior… It’s been said demographics help understand who buys your product or service, while psychographics helps you understand why they buy. Another way to put it is demographics are things that can be observed from the outside, such as; age, race… while psychographics are internal attributes or attitudes…

According to Eric A Mann; in simplest of terms, psychographics helps you to identify your perfect customers within the pool of potential customers… perfect customers are the ones responsible for driving the bottom line – knowing who they are and why they’re your customers helps you improve your business… According to Drew Palmer; the more you know about the customer target, the better job you can do of building and delivering your message!

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In the article Psychographics by Lee Ann Obringer writes: To effectively target customers, you’ve got to determine not only who buys (or will buy) your product, but what makes them want to buy it. For example; spending patterns, whether they are brand conscious, what influences their buying behavior, what promotional efforts they respond to most often… Also, you want to know how they buy and what you can do to encourage them to buy more: The objective is to clone your best customers…

It’s important to really pick apart what motivates them to buy. The information you glean from a journey into your target audience’s brain is often key to the positioning of your products-services. This means understanding your audience’s activities, interests, and opinions, and working through– behavioral, economic, and even interpersonal factors to get to the root of purchasing behavior…

According to Marty Aquino; know your customer, that’s fundamental principle behind psychographic data in business. Psychographics allows you to see a more detailed picture of customers… Study your customers’ psychographics data to discover– spending patterns, habits…

Put yourself in their shoes, and see your product through their eyes. You may uncover that your customers prefer to be sold, for example; in-person versus over-the-phone, they enjoy sporting events with the family… Then, specific messaging can be tailored to the psychographics profile…

In the article Psychographics vs. Demographics by Barrett Crites writes: Many live and breathe by the inconsequential statistical characteristics known as demographics; often spending millions of dollars to reach a broad-as-a-barn target audience. But these demographics tell you nothing about ‘me–the customer’. Nothing about who I really am: Nothing about my interests: My hopes: My dreams: My desires: To understand those, you’d have to look at my psychographics…

Understanding the customers from the inside out will allow you to form true connection with them… Unlocking target audience’s psychographic takes work, finesse, and a keen understanding of branding. But first start by taking close look at your brand’s psychographic– understand its personality: Its nuanced essence; assess the type of products-services you offer; assign an ideal target demographic that aligns with the brand and offerings.

Then, simply put in the hours of research and psychographic modeling to understand how certain personality traits relate to the activation of consumer behavior: Do this again and again until you whittle it down to one ideal over-arching psychographic profile. Then go to market…

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In the article Psychographics Targeting Unhinged by Marty Weintraub writes: Psychographics is now the gold standard by which to hold marketers accountable. Now and forever, best-in-class execution means paid and organic campaigns that deliver seriously sliced and tagged traffic by empirical attributes, holistically across ‘social’ and ‘search’. Haven’t heard of psychographics?

Psychographics variables are any attributes connecting customers’ personalities, values, attitudes, interests and lifestyles. Some intellectuals also refer to them as IAO (i.e., interests, activities and opinions) variables. Psychographic variables complement and contrast classic demographic variables, e.g., gender, age… behavioral attributes (e.g., loyalty usage, habits…), and firmographic variables (e.g., industry, seniority, functional area…). Psychographics are deeper and should not be confused with classic demographics…

Here’s a word of borrowed wisdom; Zen— emphasizes the personal expression of experiential wisdom in the attainment of enlightenment. Such is also the nature of ‘persona modeling’: Put yourself in the shoes, mind, actions and daily routine of a customer’s life and living habits, from mild to wild… Your creativity and intuition mean everything to this process

Humans have incredibly diverse sets of interests, personal predilections, vices, experiences, family history, pride and prejudices, and are laced with profound needs and wants. We’re all motivated by something, and afraid of other things… People are stimulated by humor, speak languages, study at colleges on advanced degrees, cheat on tests, smoke weed and get married…

They’re perverted, introverted and/or subversive, follow milk-toast political leaders and choose religions (or not)… Such characteristics can be systematically targeted in ‘search’ and ‘social’ and defined as cross-channel portfolio of attributes. Hence, persona modeling is the art of identifying which attributes are customer-definitive in confluence…

In the article Know Your Audience–Demographics & Psychographics by Connie King writes: Business success hinges on knowing your audience: Developing a demographic and psychographic profile of your audience is a crucial step in building business strategy and plan. Choosing the variables that best define the profile of their audience– variables that provide enough information about a typical member of a group to create a mental picture of the aggregate is crucial.

At this point there are two objectives: first, determine what segments or subgroups exist within an overall population; second, create a clear and complete picture of the characteristics of a typical member within the segment. Profiles change over time, and must be updated as trends and current events affect the population, in general– it’s recommended that you collect and analyze new data from time to time…

Psychographic factors are more fluid and subjective in nature and relate to the psychology or behavior of the group… Psychographic measures include, for example; customer values, opinions, political views, lifestyles, behaviors, leisure activities, desires, entertainment preferences, cultural interests and social activities… When used together demographic and psychographic factors can help target an audience with the right product-service at the perfect place and time…

According to Killeen M. Gonzalez; critical difference between demographics and psychographics is the type of information gathered. Demographics tell you who your customers are whereas psychographics helps you better understand why your customers buy in the manner that they do.

psycho thIn the article Psychographics: Science Of Knowing the Customer by Tom Buxton writes: Customer analytics goes far beyond demographics into the realm of psychographics. Although some use the terms ‘demographics’ and ‘psychographics’ interchangeably, in actuality, they are quite different: Demographics data identifies customers by broad categories, such as; gender, age, race, household income, educational level…

This information is useful, but tells very little about the customers and what sets them apart. After all, two people can have the same demographic profile and be totally dissimilar. One may be a fan of sporting events, and the other an avid devotee of crime dramas. One may read National Geographic magazine, while the other subscribes to Smart Money. Rather than viewing the customer as a small part of a larger group, psychographic analysis views each customer as a unique individual…

Virtually every person leaves a ‘data trail’ wherever they go, for example; when they use credit card, subscribe to magazine, complete survey, register to vote, change the channel on cable TV… By analyzing the data, it’s possible to know an individual’s specific buying habits and lifestyle preferences, revealing a distinct psychographic profile. With enough data, it’s possible to develop detailed customers profiles on virtually everyone… Once you know the psychographic profile of customers, you can do truly amazing things with data: It all boils down to better decision-making…

Demographics describe ‘who’ people are, psychographics explain ‘why’ they buy (and how to win their attention and motivate them to buy). By creating psychographic profiles, you are able to understand the motivational and non-conscious drives of a target audience… Psychographic profiling includes areas such as; lifestyle, culture, subculture, ethnicity, values, beliefs, hobbies, religious and political affiliation, and nearly every factor that involves subjective preferences as opposed to external classifications. Psychographics uses a host of analytic techniques derived from the psychological and sociological sciences…

However, good psychographics and psychological profiling can be difficult to do, since they require both empathy and a familiarity with psychology and psychological techniques, rather than with just a simple application of standard research techniques to subjective consumer experience… Psychographics is a valuable tool for understanding the consumer in-depth, and there are multiple data sources making this possible today. For example, social profile data, behavioral data and customer life cycle data can be leveraged to contact people who are ready to buy…

Profile data from social networks consist of all the fields users grant permission for brands to use on their behalf. Most things that users track on social networks can be leveraged to create a closer relationship with a customer… Social profile data is the critical cornerstone of psychographic insights. The level of nuance and insight provided by social data when compared to standard demographics is the difference between performing surgery with a scalpel or a butter knife…

Build a deep understanding of the customer or risk irrelevance… According to Jairo Senise; listen to the consumer: This straightforward di­rective lies at the heart of all successful businesses— by deeply understanding the potential customer’s preferences it allows you to more effectively engage customers, and better adjust business strategy accordingly…