{"id":8951,"date":"2024-02-20T06:00:00","date_gmt":"2024-02-20T14:00:00","guid":{"rendered":"https:\/\/plugoarts.com\/blog\/?p=8951"},"modified":"2024-02-18T16:58:01","modified_gmt":"2024-02-19T00:58:01","slug":"demographics-psychographics-the-space-in-between","status":"publish","type":"post","link":"https:\/\/plugoarts.com\/blog\/demographics-psychographics-the-space-in-between\/","title":{"rendered":"Demographics, Psychographics & the Space In-Between"},"content":{"rendered":"\n
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Often used to identify markets, demographic categories include age, gender, race\/ethnicity and other variables. Social and economic factors, like income, education and employment can also be added to a demographic picture. But because we live in a complex world, members of a group who share physical or situational characteristics don’t all think and act alike. A demographic may get painted as a homogeneous mass when in actuality there is a strong diversity of thought among any particular cohort. In response, marketer turn to psychographics to help bridge such informational gaps.<\/p>\n\n\n\n

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We can say Psychographic segmentation<\/strong> was introduced to marketing research sometime in the 1970’s as a means for refining accuracy in target marketing. This would be done by dividing potential customers into sub-groups based on shared psychological characteristics. These may include subconscious or conscious beliefs and motivations. In this way a marketer may seek out and find customers who’s behavior might be predicted \u2013 what gets them to click? Behavioral and social sciences are used to understand decision making processes, attitudes and communication preferences.<\/p>\n\n\n\n

The traditional way to develop a psychographic segmentation model is through a market research study. Surveying a statistically representative sample of a target audience<\/a>. Typically a questionnaire based on a Likert scale<\/a> (e.g., Strongly Agree = 1, Agree = 2, Neither Agree Nor Disagree = 3, Disagree = 4, Strongly Disagree = 5) is often used to assess beliefs about a subject. That target audience could be representative of a general population but it can be subdivided by factors which differentiate attitudes and beliefs about a certain topic or behaviors in a specific situation. <\/p>\n\n\n\n

What other products or service category they utilize? How can this group of people be made relevant to one\u2019s research or business objectives? The goal is to craft a clear image about that specific demographic or a socioeconomic group. Though typically used to describe more abstract aspects of a population\u2019s makeup, understanding the psychographics of a target audience can help create marketing campaigns that resonate with them on a deeper level. At the micro-scale of a personal brand or individual campaign, research and the social media algorithm remain potentially equal in their usefulness for these purposes .<\/p>\n\n\n\n

While there is no one perfect method, a useful example exists in a model developed by Procter & Gamble; five psychographic segments<\/a> among health consumers (numbers in parentheses are the percentages of the U.S. population age 18+ represented by that segment:<\/p>\n\n\n\n