Psychographics
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Psychographics is defined as "market research or statistics classifying population groups according to psychological variables"[1] The term psychographics is derived from the words “psychological” and “demographics”[2] Two common approaches to psychographics include analysis of consumers' activities, interests, and opinions (AIO variables), and values and lifestyles (VALS).[3]
Psychographics have been applied to the study of
Psychographic studies of individuals or communities can be valuable in the fields of
Psychographic methods gained prominence in the 2016 US presidential election and the opposing campaigns of Hillary Clinton and Donald Trump, with the latter using them extensively in microtargeting advertisements to narrow constituencies.[6]
Uses
Psychographics is utilized in the field of marketing and advertising to understand the preferences of consumers and to predict behavior.[5] Private research companies conduct psychographic research using proprietary techniques.[5] For example, VALS is a proprietary framework created by Strategic Business Insights that separates US adults into eight distinct types by evaluating their motivations and resources to understand anticipated consumer behavior.[7] Psychographics is often used for market segmentation and improved target marketing.[8]
Psychographic segmentation is also applied to other fields and across cultures in order to understand motivations and behavior including in healthcare, politics, tourism and lifestyle choices.[9][10][11][12]
Psychographic profiling
Psychographics are applied to the study of cognitive attributes such as attitudes, interests, opinions, and belief, as well as the study of overt behavior (e.g., activities).[13] A "psychographic profile" consists of a relatively complete profile of a person or group's psychographic make-up. These profiles are used in market segmentation as well as in advertising. Some categories of psychographic factors used in market segmentation include:
- activity, interest, opinion (AIOs)
- attitudes
- values
- behavior
- expressions
- gesture
Comparison to demographics
Psychographics is often confused with
See also
- Attitudinal targeting
- Behavior modification
- Behavioral targeting
- Black propaganda
- Brainwashing
- Consumer analytics
- Consumer intelligence
- Demographic targeting
- Disinformation
- Freedom of choice
- Geo-targeting
- Geodemographic segmentation
- Market analysis
- Market research
- Market segmentation
- Marketing
- Microsegment
- Misinformation
- Political warfare
- Project MKUltra
- Propaganda
- Psychometrics
- Psychological warfare
- Positioning (marketing)
- Product differentiation
- Segmenting and positioning
- Serviceable available market
- Subliminal advertising
- Targeted advertising
- Target audience
- Total addressable market
- Values Modes
References
- ^ "Definition of PSYCHOGRAPHICS". www.merriam-webster.com. Retrieved 2023-03-11.
- ISBN 978-0-19-956875-8, retrieved 2023-03-11
- ISSN 0304-422X.
- ^ Senise, Jairo (28 September 2007). "Who Is Your Next Customer?". Booz Allen Hamilton Inc, Strategy+Business.
- ^ a b c "APA Dictionary of Psychology". dictionary.apa.org. Retrieved 2023-03-11.
- ^ Resnick, Brian (March 26, 2018). "Cambridge Analytica's "psychographic microtargeting": what's bullshit and what's legit". Vox. New York City: Vox Media. Retrieved February 15, 2020.
- ^ "VALS™ | VALS™ Types | SBI". www.strategicbusinessinsights.com. Retrieved 2023-03-11.
- ^ "What is Market Segmentation: Best Practices & Benefits". Qualtrics. Retrieved 2023-03-11.
- ^ "Time to Scale Psycho-Behavioral Segmentation in Global Development (SSIR)". ssir.org. Retrieved 2023-03-11.
- ISSN 2213-0780.
- ISSN 1054-139X.
- ^ "Elsevier Enhanced Reader". reader.elsevier.com. Retrieved 2023-03-11.
- ^ Anderson, Thomas W. Jr.; Golden, Linda L. (1984). "Lifestyle and psychographics: A critical review and recommendation". Advances in Consumer Research. 11: 405–411.
- ^ Saunders, Amy (2016-05-09). "Why Psychographic Segmentation is Important". Infusionsoft.com. Retrieved 2018-03-20.
External links
- www.netmba.com/marketing/market/segmentation
- www.strategicbusinessinsights.com/vals/ustypes.shtml
- Lee and Psychography, appendix to Lee the American by Gamaliel Bradford
- How to Use Psychographic Data in Online Marketing, by Susan Gilbert