Psychographics assist you with understanding what your customers think, feel as well as value when purchasing your product or service. These are not just objective pieces of information but rather the full story behind your customer’s behaviour.
What Are Psychographics?
Psychographics deal with the mental, emotional as well as lifestyle habits of the consumer. They basically explain why your customers buy your product or service while demographics only determine who your buyer is.
Psychographics primarily deal with variables, which include interest, values, attitude, personality, lifestyle and more. These variables may determine how customers will respond to your brand.
It also looks at what motivates the customer’s buying decisions and how their principles influence their buying decisions. It attempts to identify their emotions and beliefs not only their age, gender or race.
How Psychographics Fit Into Your Marketing Strategy
Quite like demographic segmentation that you probably already employ in your marketing strategy, psychographic segmentation is carried out through gathering user data on the attributes listed above and then targeting them based on these psychographic similarities.
The data may be collected through focus groups, interviews, surveys, analytics data (for example, Google and social media) as well as other sources. Psychographic data is easily collected on social media, as users often freely divulge personal information… like what kind of book they’re reading at the moment, what they think of the new Netflix updates, or how much sourdough toast they had for breakfast.
