Psychographics
Strategy and planning
Strategy and planning
Psychographics are about motivation: values, attitudes, ambitions, worries, lifestyle and buying motives.
They explain what demographics cannot: why one person picks certainty and service while another picks the lowest price. You get them from customer conversations, reviews, sales calls and open survey questions.
In advertising you mostly use them in the message, not the settings: same audience, different angle per motive. Test two or three angles side by side.
In practice
Inventing motives in a workshop. Without quotes from real conversations you are just describing your own assumptions.
Related terms
- DemographicsDemographics are measurable attributes of people: age, gender, location, education, income, household — or job title and company size in B2B.
- TargetingTargeting is deciding who sees an ad or message: based on keyword, interest, behaviour, location, attributes or your own customer lists.
- PersonaA persona is a description of one recognisable type of customer or user: what they want to achieve, what gets in their way and how they decide.
- Target audienceYour target audience is the group of people or companies you want to reach, described by characteristics, situation and buying behaviour.