Psychographics Definition
Psychographics refer to the measurement of a person’s lifestyle, values, attitudes, interests, and beliefs (AIO variables). It tries to understand how people think, behave and perceive the world around them.
This type of data collection involves gathering information about social identity and psychological attributes of an individual and using it to segment a target market. Unlike demographics which focus on age, gender, education, income and other physical characteristics, psychographics help marketers identify the likes and dislikes of a customer.
Psychographics information is critical in product development, marketing strategy, and advertising. Businesses can develop more personalized products that better resonate with their customers based on the psychographic data. For instance, if a fitness apparel company knows its customers are health-conscious and enjoy outdoor activities, they can tailor their marketing messages to meet their customer’s needs.
In conclusion, Psychographics is a fundamental marketing tool used to uncover a deeper understanding of people beyond their physical characteristics. The data gathered helps marketers design products, services, and marketing strategies that better meet the needs of their customers.
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