How to Use Psychographics in Your Marketing

Psychographics are kind of demographics. We use psychographic information to determine buyer habits, hobbies as well as their spending patterns. On the other hand, demographics explains who is your buyer, while psychographics explains why they do buy. Demographic information is fairly straight and includes things such as gender, age, income, marital status among others. You can only be effective in reaching your target audience when you have a good understanding of both demographics and psychographics. The combination of both sets of data starts to form from buyer persona, which is a detailed picture of the people you work with as well as those you would want to work with in the future.

We can create a very basic buyer persona based on elements such as gender, age, income levels among others. Let’s say we have a female. aged 40-50 years, married and with children, dealing with issues such as weight gain. diabetes, lack of energy or hormonal imbalances and has a household income of above $100k. That is a simple buyer persona created from demographic information. On the same, we can come up with some simple psychographic profile on the same, that details same person as; concerned with health and appearance, wants a healthy lifestyle, but doesn’t have much time, enjoys going online in the evening and is a big fan of Pinterest, tends to favor quality over economy, finds fulfillment in her career and family, values time with a small group of people, among others. Looking at the above data, it is easy to understand why you need to create a buyer persona. Psychographics gives you a lot of information.


There are many different ways to segment a market along psychographic dimensions. However, the most popular ones are personality traits, lifestyle stage, interests, attitudes, beliefs or activities. Marketers are also able to differentiate between groups of consumers based on their buying priorities, social class, income, among others. To achieve success in marketing, it is important you segment your market. That means you tailor content for specific groups and marketers get the chance to convert processes into customers in a more cost effective way. Having distinct differences between psychographics and demographics can positively influence your teams marketing performance. In most times, consumers ate guided by their attitude and subjective perceptions when making purchasing decisions. Demographic segmentation is a great place to start to properly divide your market.

Psychographic Factors

Psychographic segmentation is similar to behavioral segmentation. This is because groups are created based on more personal or individual criteria.  Consumer psychology is primarily interested in lifestyle, habits, behavior and interests. Each of us has unique psychologic al profiles in our temperament, personality, quirks, and other idiosyncrasies. All these greatly influence our behavior as consumers. When organizations construct a unique description on the attitudes, habits and interests of an individual group, that is what we call psychographic profile. It is similar to a target persona such that it is a collection of consumer values and behaviors that would be more receptive to what an organization offers.

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