By Dan Shewan
To the uninitiated, the field of psychographics may sound a little like a debunked “scientific” principle such as phrenology, but actually, it’s one of the most exciting developments in psychological analysis that marketers can leverage in their campaigns.
But what is psychographics? Why should you care? How can you use it? These are all questions we’ll be answering in this post. We’ll explore what psychographics is, what makes it so valuable to digital marketers, and nine amazing ways you can apply it to your campaigns.
Before we begin in earnest, though, let’s run through a quick primer on psychographics as a scientific discipline.
What is Psychographics?
Psychographics is the study of people’s attitudes and interests, often studied in conjunction with typical demographic data to build more complete profiles of target markets and audiences.
Although psychographics is used in a variety of applications, its primary use is in market research. We can tell a great deal about a person simply by examining the demographic data about their life – their age, income level, education, occupation – but by itself, this data is only of limited use. It tells us nothing about their aspirations, their beliefs, their attitudes, or any other subjective psychological measure.
That’s what makes psychographics so powerful; by combining demographic data with psychographic data, we can build much more complete, sophisticated profiles of consumers based on a much richer picture of who they really are.
Now that we know a little more about what psychographics is, how do you go about gathering this invaluable data?
How Can You Gather Psychographic Data?
Although many of the metrics favored by digital marketers are quantitative, psychographics is more qualitative. Yes, psychographic data can and should be appropriately categorized, but psychographic data can be significantly more subjective and nuanced in comparison to traditional quantitative research methodologies.
Market Research Firms
If you’ve ever conducted market research, you probably already know what a tremendous pain in the ass it can be, particularly if you’re a freelance marketer or working as part of a smaller team with limited resources. That’s why many companies turn to dedicated market research firms to do the legwork for them. This offers several benefits, such as scientifically rigorous data collection methods and proper vetting to ensure integrity of the data.
It also presents a further budgetary consideration, as market research data – even generic white papers and reports – rarely comes cheap.
Conducting focus groups can be an excellent method of gathering psychographic data. It allows you to create testing audiences that adhere to your specifications (including your business’ ideal customers and established buyer personas).
The major drawback of focus groups is actually assembling them and gathering the data. Putting together a focus group can be a significant time-sink, and that’s before you even ask your first question. Furthermore, there are no guarantees that the information you gather will be actionable or even reliable.
Customer Surveys and Questionnaires
Another method of Go to the full article.
Source:: Business 2 Community