If you want to understand your customers, it's time to learn about psychographic data.
Marketers often think of their customers in terms of demographic groups, segmenting their markets based on gender, age, ethnicity, geography, and other commonalities among large groups of consumers. A marketing statement based on demographic data may be "Our ideal customer is a Latina aged 25 to 34."
In contrast, psychographics measure customer interests and attitudes rather than objective demographic data. They can provide deep insights into consumer behavior that complements the information available from demographics. With this type of information at your disposal, you can create more effective marketing campaigns that your audience will love.
What is psychographic data?
Psychographics are data points describing a site visitor's lifestyle, opinions, and values. Psychographics represent the data that a psychologist or anthropologist may uncover about someone, while demographics illustrate the data that a census taker may collect about that same person. Both data types benefit smarter targeting and audience segmentation in different ways.
You can think of psychographics as the information you may collect about someone before going on a blind date. While demographics can help you find 25-year-old individuals in Hartford, Connecticut, that information may not be enough to help you decide whether you want to go on a date. To choose a blind date partner, you probably want at least some hints about their values, interests, and hobbies. Likewise, you need to understand a customer's personality in order to persuade them to fall in love with your products and services.
If you’re still confused about what psychographic data is, here are a few examples:
- Personality profiles, including changes in personality across time.
- Lifestyle data and relating it to influencers and lifestyle icons.
- Interests captured online with cookies.
- Opinions, attitudes, and beliefs captured on social media, quizzes, and games.
- Values reflecting organizational membership, work life, and family associations.