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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]
Psychographic studies of individuals or communities can be valuable in the fields of marketing, demographics, opinion research, prediction, and social research in general. Psychographic attributes can be contrasted with demographic variables (such as age and gender), behavioral variables (such as purchase data or usage rate), and organizational descriptors (sometimes called firmographic variables), such as industry, number of employees, and functional area.
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 profilingedit
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:
Psychographics is often confused with demographics, in which historical generations may be defined both by demographics, such as the years in which a particular generation is born or even the fertility rates of that generation's parents, but also by psychographic variables like attitudes, personality formation, and cultural touchstones. For example, the traditional approaches to defining the Baby Boom Generation, Generation X, or Millennials rely on both demographic variables (classifying individuals based on birth years) and psychographic variables (such as beliefs, attitudes, values and behaviors).
Infusionsoft published an article arguing that customer psychographic segmentation is more useful than demographic information.[14]
^"Definition of PSYCHOGRAPHICS". www.merriam-webster.com. Retrieved 2023-03-11.
^Chandler, Daniel; Munday, Rod (2011-01-01), "psychographics", A Dictionary of Media and Communication, Oxford University Press, doi:10.1093/acref/9780199568758.001.0001/acref-9780199568758-e-2187, ISBN978-0-19-956875-8, retrieved 2023-03-11
^Blasius, Jörg; Mühlichen, Andreas (2010-02-01). "Identifying audience segments applying the "social space" approach". Poetics. 38 (1): 69–89. doi:10.1016/j.poetic.2009.10.003. ISSN 0304-422X.
^Senise, Jairo (28 September 2007). "Who Is Your Next Customer?". Booz Allen Hamilton Inc, Strategy+Business.
^ abc"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.
^"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.
^Handler, Isabell; Kawaminami, Junichi (2022-06-17). "Why do Japanese people visit hot springs during a pandemic? A psychographic segmentation analysis". Journal of Outdoor Recreation and Tourism: 100530. doi:10.1016/j.jort.2022.100530. ISSN 2213-0780.
^Ling, Pamela M.; Neilands, Torsten B.; Nguyen, Tung T.; Kaplan, Celia Patricia (2007-07-01). "Psychographic Segments Based on Attitudes about Smoking and Lifestyle among Vietnamese-American Adolescents". Journal of Adolescent Health. 41 (1): 51–60. doi:10.1016/j.jadohealth.2007.03.004. ISSN 1054-139X.
^Anderson, Thomas W. Jr.; Golden, Linda L. (1984). "Lifestyle and psychographics: A critical review and recommendation". Advances in Consumer Research. 11: 405–411.
Lee and Psychography, appendix to Lee the American by Gamaliel Bradford
How to Use Psychographic Data in Online Marketing, by Susan Gilbert
January 01, 1970
psychographics, confused, with, psychography, this, article, multiple, issues, please, help, improve, discuss, these, issues, talk, page, learn, when, remove, these, template, messages, this, article, need, rewritten, comply, with, wikipedia, quality, standard. Not to be confused with psychography This article has multiple issues Please help improve it or discuss these issues on the talk page Learn how and when to remove these template messages This article may need to be rewritten to comply with Wikipedia s quality standards You can help The talk page may contain suggestions September 2012 This article needs additional citations for verification Please help improve this article by adding citations to reliable sources Unsourced material may be challenged and removed Find sources Psychographics news newspapers books scholar JSTOR July 2017 Learn how and when to remove this message Learn how and when to remove this message 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 personality values opinions attitudes interests and lifestyles 4 Psychographic segmentation is a technique for grouping populations into sub groups according to similar psychological variables 5 Psychographic studies of individuals or communities can be valuable in the fields of marketing demographics opinion research prediction and social research in general Psychographic attributes can be contrasted with demographic variables such as age and gender behavioral variables such as purchase data or usage rate and organizational descriptors sometimes called firmographic variables such as industry number of employees and functional area 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 Contents 1 Uses 2 Psychographic profiling 3 Comparison to demographics 4 See also 5 References 6 External linksUses editPsychographics 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 editPsychographics 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 gestureComparison to demographics editPsychographics is often confused with demographics in which historical generations may be defined both by demographics such as the years in which a particular generation is born or even the fertility rates of that generation s parents but also by psychographic variables like attitudes personality formation and cultural touchstones For example the traditional approaches to defining the Baby Boom Generation Generation X or Millennials rely on both demographic variables classifying individuals based on birth years and psychographic variables such as beliefs attitudes values and behaviors Infusionsoft published an article arguing that customer psychographic segmentation is more useful than demographic information 14 See also editAttitudinal 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 ModesReferences edit Definition of PSYCHOGRAPHICS www merriam webster com Retrieved 2023 03 11 Chandler Daniel Munday Rod 2011 01 01 psychographics A Dictionary of Media and Communication Oxford University Press doi 10 1093 acref 9780199568758 001 0001 acref 9780199568758 e 2187 ISBN 978 0 19 956875 8 retrieved 2023 03 11 Blasius Jorg Muhlichen Andreas 2010 02 01 Identifying audience segments applying the social space approach Poetics 38 1 69 89 doi 10 1016 j poetic 2009 10 003 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 amp Benefits Qualtrics Retrieved 2023 03 11 Time to Scale Psycho Behavioral Segmentation in Global Development SSIR ssir org Retrieved 2023 03 11 Handler Isabell Kawaminami Junichi 2022 06 17 Why do Japanese people visit hot springs during a pandemic A psychographic segmentation analysis Journal of Outdoor Recreation and Tourism 100530 doi 10 1016 j jort 2022 100530 ISSN 2213 0780 Ling Pamela M Neilands Torsten B Nguyen Tung T Kaplan Celia Patricia 2007 07 01 Psychographic Segments Based on Attitudes about Smoking and Lifestyle among Vietnamese American Adolescents Journal of Adolescent Health 41 1 51 60 doi 10 1016 j jadohealth 2007 03 004 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 editwww 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 Retrieved from https en wikipedia org w index php title Psychographics amp oldid 1191414718, wikipedia, wiki, book, books, library,
