Psychographic
Encyclopedia
In the fields of marketing
, demographics
, opinion research, and social research
in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions). They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and firmographic
variables (such as industry, seniority and functional area).
Psychographics should not be confused with demographics. For example, historical generations are defined by psychographic variables like attitudes, personality formation, and cultural touchstones. The traditional definition of the "Baby Boom Generation" has been the subject of much criticism because it is based on demographic variables where it should be based on psychographic variables. While all other generations are defined by psychographic variables, the Boomer definition is based on a demographic variable: the fertility rates of its members' parents.
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
. It is possible to find other definitions of the field in academic literature and even online blogs. Some categories of psychographic factors used in market segmentation include:
Psychographics can also be seen as an equivalent of the concept of "culture" as used most commonly in national segmentation. "Psychographics is the study of personality, values, attitudes, interests, and lifestyles"
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
, demographics
Demographics
Demographics are the most recent statistical characteristics of a population. These types of data are used widely in sociology , public policy, and marketing. Commonly examined demographics include gender, race, age, disabilities, mobility, home ownership, employment status, and even location...
, opinion research, and social research
Social studies
Social studies is the "integrated study of the social sciences and humanities to promote civic competence," as defined by the American National Council for the Social Studies...
in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions). They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and firmographic
Firmographics
Firmographics are the characteristics of an organization especially when used to segment markets in market research. What demographics are to people, firmographics are to organizations....
variables (such as industry, seniority and functional area).
Psychographics should not be confused with demographics. For example, historical generations are defined by psychographic variables like attitudes, personality formation, and cultural touchstones. The traditional definition of the "Baby Boom Generation" has been the subject of much criticism because it is based on demographic variables where it should be based on psychographic variables. While all other generations are defined by psychographic variables, the Boomer definition is based on a demographic variable: the fertility rates of its members' parents.
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
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
. It is possible to find other definitions of the field in academic literature and even online blogs. Some categories of psychographic factors used in market segmentation include:
- Activity, Interest, Opinion (AIOs)
- Attitudes
- Values
Psychographics can also be seen as an equivalent of the concept of "culture" as used most commonly in national segmentation. "Psychographics is the study of personality, values, attitudes, interests, and lifestyles"
External links
- http://www.netmba.com/marketing/market/segmentation/
- http://www.strategicbusinessinsights.com/vals/ustypes.shtml
- Lee and Psychography, appendix to Lee the American by Gamaliel Bradford