Psychographics: Looking Deeper
It’s the difference between knowing what people could do versus what they should do.
You probably shouldn’t binge for 3 more hours on Netflix before going to bed, but if you’re between the ages of 18-34, chances are you will. Netflix knows this and releases entire seasons of hit shows accordingly. How can they tell? Psychographics.
Beyond standard demographic data (age, gender, education, income, etc), which rarely tells the whole story, there are psychographics – the study of personalities, values, opinions, attitudes, interests, and lifestyles. Utilizing psychographics gives you an opportunity to understand your audience in a way that goes beyond the numbers, allowing you to better connect with them on an emotional level. Psychographics can also show what your clients need before they even know they need it.
Psychographic profiles and behavioral targeting may sound complex, but in reality, it’s just another tool to help you dig a little deeper. Once you know what motivates your audience, you can begin to change the conversation and develop a connection that will cause them to not only pay attention, but to act.
By changing the conversation, you are able to clearly define the promise behind your brand, within any given category. In doing so, your audience can easily understand how your particular product or service can enhance their lives. But to get there, you have to first understand more about who they are, and what motivates them on an emotional level.
To learn more about the science of using psychographics, SIGN UP for our FREE Webinar on May 25, 2016 at 9am CST. Knowing how your audience thinks, feels, and behaves can lead to entirely new strategies. Psychographics tell a deeper story than just what’s on the surface.
