Psychographics can be defined as a quantitative methodology used to describe consumers on psychological attributes. Psychographics has been applied to the study of personality, values, opinions, attitudes, interests, and lifestyles. While psychographics is often equated with lifestyle research, it has been argued that psychographics should apply to the study of cognitive attributes such as attitudes, interests, opinions, and beliefs while lifestyle should apply to the study of overt behavior (e.g., activities). Because this area of research focuses on activities, interests, and opinions, psychographic factors are sometimes abbreviated to 'AIO variables'.
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Use
Psychographic studies of individuals or communities can be valuable in the fields of marketing, demographics, opinion research, prediction, and social research in general. Psychographic attributes can be contrasted with demographic variables (such as age and gender), behavioral variables (such as purchase data or usage rate), and organizational descriptors (sometimes called firmographic variables), such as industry, number of employees, and functional area.
Psychographic methods gained prominence in the United States presidential election, 2016 due to its use in microtargetting advertisements to narrow constituencies by Cambridge Analytica.
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Comparison to demographics
Psychographics is often confused with demographics, where historical generations may be defined both by demographics, such as the years in which a particular generation is born or even the fertility rates of that generation's parents, but also by psychographic variables like attitudes, personality formation, and cultural touchstones. For example, the traditional approaches to defining the Baby Boom Generation or Generation X or Millennials have relied on both demographic variables (classifying individuals based on birth years) and psychographic variables (such as beliefs, attitudes, values and behaviors).
Infusionsoft published an article arguing than customer psychographic segmentation is more useful than demographic information.
Psychographic profiling
When a relatively complete profile of a person or group's psychographic make-up is constructed, this is called a "psychographic profile". Psychographic profiles are used in market segmentation as well as in advertising. Some categories of psychographic factors used in market segmentation include:
- activity, interest, opinion (AIOs)
- attitudes
- values
- behavior
Psychographic can also be seen as an equivalent of the concept of "culture" when it is used for segmentation at a national level.
Source of the article : Wikipedia
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