psychographics marketing

Some points on psychographics which give me a deeper insight into choosing a target audience and product.

"What is Psychographics Marketing?
Most marketing involves certain demographics, which refers to factors such as the age, location, marital status, ethnicity and religion of the person in question. Psychographics goes beyond this to ask questions of the lifestyles, behavior and attitude of the person in question to build up a more detailed picture of who they are. These tend to be directly related to consumerism, and the type of products that people prefer to buy based on their lifestyle choices.

Why is psychographics marketing important?

Surveys that ask these types of questions are vital to market researchers, who often use them to gain information on people who have bought their products in the past, or are tempted to do so in the future. Psychographics marketing can work alongside demographic marketing to allow advertisers to promote their products effectively, in order to sell their products in the long term. As many advertisers concentrate predominantly on demographics, using psychographics marketing as well can leave advertisers one-step ahead of their competition.

In the past, advertisers could easily buy advertising space that targeted the people that they wanted to buy their products. For example, they could buy advertising space which targeted men aged 18-35 who lived in the city. This was done using demographics. With the introduction of psychographics marketing, advertisers can now target specific men within that demographic, such as men who like to work out, or eat healthily. This helps them reach out to the men who may ultimately buy their products, whilst bypassing the ones who probably would not. They can do this by buying advertising space in a health and fitness magazine, for example. Men who do not have an interest in this topic are unlikely to read these types of magazines, so it is a cost-effective way of targeting the specific people that may buy your products."