Psychographics: the new strategy to get to know consumers in depth

Knowing what consumers are like has become one of the main concerns for brands and also for the supports that offer them the advertising spaces that they will use to reach them. Both, therefore, are betting on creating tools and investing in finding elements that allow discovering much more detailed profiles on what consumers are like in order to offer more attractive advertising spaces and others to get more specific solutions that make them reach more accurately and with more potential for success to your potential consumers. And one of the new elements that have become, so to speak, fashionable to meet consumers are psychographics , which allow not only to know what who buys but also the reasons why that purchase decision has been made Denmark Mobile Database. The latest to join the psychographics trend is the newspaper The Economist , although other online headers already use it to measure their audience (in the case of Vice or Buzzfeed ) as an alternative (or living with) to measures based on questions simply demographic.

“Our challenge is to really understand what makes us unique, stick to those values ​​and learn how to replicate them through the proliferation of platforms, formats and channels,” Chris Stibbs, CEO of The Economist , explains to Warc . How do psychographics work? These studies cross-over issues of personality, values, opinions, attitudes, interests, and lifestyle to create highly specific robot portraits of what consumers are like. They are not exactly the same as demographic studies, since they do not start from divisions by reasons of age or sex (in fact they can be crossed with them to have a much more specific and more detailed vision of consumers) and they work as a new formula of measurement of the reality of buyers. In fact, these studies allow us to go far beyond generalizations and break out of the common points that are pointed out about different population groups (such as that millennials no longer watch television but baby boomers do) to to be able to arrive at a much more specific vision.

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The current reality does not allow us to go for things that are so general, since, as they point out in Mashable , the appearance of the internet and especially the entry into play of social media have led to a fragmentation of audiences such that the starting of demographic criteria is too unhelpful. It is increasingly necessary to add more and more data when it comes to tracing with whom we are going to talk and what we are going to say and these data are increasingly specific and more related to issues that go far beyond what year was born or how much earn per month. For example, a demographic profile of the consumer says their address, their age and their income. A psychographic one would add that he lives close enough to family to visit them on a recurring basis. In reality, psychographics are not something that appeared out of nowhere. As they remember in Hubspot, outbound marketing methods, such as sending email marketing Brother Cell Phone List, already used tools that reached conclusions in this line and that allowed the creation of specific divisions based on much more personal issues than simply age.

And televisions have made the division of ads something that could be considered a kind of father of this type of solutions to divide consumers, since their advertising spaces have always been sold using criteria that went beyond simply demographic to enter in much more specific divisions (the clearest and most valid as an example: tomorrow’s advertising for housewives). How to get psychographic information In the era of big data, it is also not so complicated to know what consumers are like and to delve into their consumer (and vital) motivations. The sources of information are many and those that allow you to go to the root in your varied and complete purchasing decisions. For starters, social media is a great source of information about consumers themselves and their motivations. Consumers give a lot of information about how they are and the fields that they must cover in their social profiles are so varied that they reach many elements about their personality. Thus, we can know where they have studied, where they were born or if they are in a relationship just by looking at a few facts. The things they post publicly on Twitter or Instagram are a mine of information about what really interests them. In these social networks, photos of our favorite ice cream flavor are uploaded to links of the political party that will be supported in the next elections.

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Continuing, another great source of information is known as behavioral data , which increasingly comes from more and more diverse sources. They range from cookies that follow Internet browsing and know what we have seen, to the means of measuring social networks (there is Atlas) that know what really interests us and all those sources of information that in the empire of big data allow you to draw profiles on how we are (credit cards, loyalty programs, etc). Other less state-of-the-art methods are also sources of information, but they also work when you want to get information to cross with these data and thus establish profiles: this happens with group work, in which consumer groups are subjected to market research , or with surveys and different market studies . This information can support the other data sources and create much more specific profiles of what consumers are like.

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