Psychographics

Over the last decade, we’ve been witness to an ever-increasing phenomenon, demanders of attention are increasing as our attention span quickly shrinks. Every day hundreds to thousands of brands are in constant competition for today’s most valuable currency – attention. We live in a 24/7 society where individuals are perpetually consumed by sensationalist global news, endless streams of social media feeds, and instantaneous communication with virtually any connection within a network. That leaves marketers in a bit of a pickle.

What are psychographics?

Psychographics is a methodology to describe consumers attributes or behaviour with respect to their lifestyle, interests, motivators, and personality. When it comes to data, they represent the qualitative side of understanding individuals.

Psychographics complete customer personas by adding a softer-side to profiles. They work best when combined with the other three key data types.

• Demographic Data show you who your audience is concerning static measurements like age, gender, profession, location, and marital status.
• Behavioral Data show you how they acted on your website. Behavioral data is often represented by micro-events such as click-through rate, add-to-cart, etc.
• Transactional Data show you what individuals buy on your webshop regarding order value, product identification number, and the number of products