psychographics
Values-based consumer segments
Psychographics is the study or use of psychological attributes—values, attitudes, interests, lifestyle choices—to categorize people, especially for marketing purposes.
Where demographics sorts people by age, income, or location, psychographics sorts them by what they believe and how they live: The campaign used psychographics to target environmentally conscious consumers.
The singular psychographic describes a single such attribute or serves as an adjective: psychographic profiling.
Division into sections
- focus-groupsConsumer feedback assemblies
- surveysSystematic information gathering
- qualitativeRelating to characteristics, not quantities
- quantitativeConcerning measurable amounts
Characteristic mental patterns
- motivationsReasons for acting
- aspirationsDeeply held goals
- self-conceptOne's own identity perception
- innovativenessQuality of introducing newness
status-seeking · impulsiveness · conscientiousness · openness · extraversion · achievement-oriented · individualism · conformity
Accepted truths, personal
- valuesPrinciples held worthwhile
- mindsetEstablished mental attitude
- worldviewsFrameworks for understanding existence
- opinionsSubjective beliefs or assessments
convictions · ideologies · perspectives · biases · dispositions · sentiments · stances · inclinations
Leisure activities for pleasure
- preferencesFavored options among alternatives
- entertainmentAgreeable diversion of attention
- leisureFree time for relaxation
- sportsCompetitive physical activities
music · reading · gaming · travel · art · fashion · technology · crafts
Aesthetic of reduction
- sustainabilityCapacity to endure indefinitely
- luxuryExpensive nonessential comfort
- veganismComplete animal product abstention
- nomadicWithout fixed residence
urban · suburban · rural · bohemian · cosmopolitan · affluent · traditional · contemporary
segmentation
Division into sections
- focus-groupsConsumer feedback assemblies
- surveysSystematic information gathering
- qualitativeRelating to characteristics, not quantities
quantitative · data-mining · ethnography · motivations · targeting
personality
Characteristic mental patterns
- motivationsReasons for acting
- aspirationsDeeply held goals
- self-conceptOne's own identity perception
innovativeness · status-seeking · impulsiveness · conscientiousness · openness · extraversion · achievement-oriented · individualism · conformity
beliefs
Accepted truths, personal
- valuesPrinciples held worthwhile
- mindsetEstablished mental attitude
- worldviewsFrameworks for understanding existence
opinions · convictions · ideologies · perspectives · biases · dispositions · sentiments · stances · inclinations · leanings
hobbies
Leisure activities for pleasure
- preferencesFavored options among alternatives
- entertainmentAgreeable diversion of attention
- leisureFree time for relaxation
sports · music · reading · gaming · travel · art · fashion · technology · crafts · collecting
minimalism
Aesthetic of reduction
- sustainabilityCapacity to endure indefinitely
- luxuryExpensive nonessential comfort
- veganismComplete animal product abstention
nomadic · urban · suburban · rural · bohemian · cosmopolitan · affluent · traditional · contemporary · adventurous
- Audience Analysistarget audience, engagement, relatability, empathy, perspective taking
- consumer insightsbehaviors, attitudes, values, interests, lifestyle
- marketing termsmarket research, target audience, brand recognition, branding, positioning
- data marketingmicrotargeting, targeted ads, personalized marketing, retargeting, data mining
- demographicspopulation density, population growth, age distribution, population, gender ratio
- audiencesviewers, listeners, spectators, watchers, live audience
psychographicsdemographics
Statistical population characteristics
demographic data · quantitative data · census data · vital statistics · biometric data