Psyched On Psychographics

If you’ve ever tried running a marketing campaign, you have probably had to choose demographics. Age, gender, interests, geographic location – these are the O.G. qualifiers for advertising. But there’s a next level that you can unlock.

Enter: Psychographics.

Psychographics are a method for segmenting your audience based on attitudes and opinions, making it possible to reach individuals who may fall into similar demographic categories but have different motivations or tastes.

Think about it this way. There are two men who live in Topeka, Kansas. They are both 37 years old, married, home renters, have a dog, and like baseball. Those are the demographics. But one of these men works in a factory, drives a Ford F-150, listens to country music, and votes red. The other is a financial analyst, drives a Tesla Model 3, listens to indie pop, and votes blue. Now we’re talking psychographics.

You can see how demographics are like viewing an audience in 2D. Black and white. Analog. Psychographics are a full-spectrum, high-resolution 3D model of who they really are, inside and out.

It takes some finesse to zero in on your customer’s psychographics, and they might be more diverse than you think. But if you can unlock this next level, be prepared for unmatched brand loyalty, and business defensibility you’ve never experienced before.

What are your customers really like?

Onward and upward,
Simon Trask