What is psychography?

Psychography is a term used to indicate data collected about groups of people who include how these people think, feel, act and believe. Unlike demographic data that focus on things like age, geography, race, gender, gender and annual income, cultural data could be thought of. It is also different from behavior data that documents things such as brand loyalty, behavior in groups of similar individuals, etc. Psychography includes things such as opinions, values, beliefs, interests, personality and lifestyle, not just who are people and what they are doing, but about a culture that informs about their attitudes and elections. It can be studied in different ways, including surveys, interviews and media study they consume.

For marketing, psychography is important because it allows people to identify and focus on a specific group of people. Just a view of demography is often not sufficiently narrow in terms of a good marketing campaign. For example, if the company wants prodAt 20 to 25 -year -old women, it is a wide category that includes many psychographic groups. Instead, if they look at a specific group to this demographic extent, products that speak to the customer's psychography can develop and attract values ​​to be carried out. For example, society could decide to stand up as "green" to capture people who are ecologically conscious.

Individual profiles who discuss their psychography can be prepared, and companies can also profile much larger groups. Surveys that are designed to test new products and explore marketing possibilities often use psychographies of their structure to understand who people are, what affects their purchase decision and how the product could be designed to address them. Psychography can affect things such as product size, packaging design and where products are sold.

lifestyle and attitudes can have a deep impact on how lIdé behaves when buying or evaluating products. The psychography category is designed to capture and quantify these aspects of potential customers so that the company can better serve its customers and place more efficiently on the market. Companies that do not take into account psychographic concerns can find that their customers are kidding elsewhere, for companies that provide them with more adapted experience.