
Motivation
A customer's motivation for a purchase. For example, a gym that targets customers motivated by self-improvement and a desire for social status.Comfort | Connectedness |
Convenience | Curiosity |
Doing Good | Escapism |
Fear of Missing Out | Health |
Practical Need | Privacy |
Publicity | Safety |
Satisfaction | Self-Fulfillment |
Self-Improvement | Self-indulgence |
Social Status |
Interests & Activities
Things that customers find interesting and how they spend their time. For example, a cafe for people who are interested in social interaction and are devoted to their pets.Activism | Adventure |
Animals | Art |
Business | Culture |
Do-it-yourself | Entertainment |
Fashion | Film |
Fitness | Food |
History | Low Technology |
Luxury | Media |
Music | Nature |
Nostalgia | People |
Pets | Politics |
Quiet Time | Social Life |
Social Media | Sports |
Technology | Tradition |
Travel | Volunteerism |
Values, Opinions & Attitudes
Elements of an individual's worldview. For example, a car targeting individuals who are strongly protective of family and risk avoiding.Civil | Collectivist |
Conservationist | Conservative |
Disengaged | Emotional |
Environmentalist | Idealistic |
Individualist | Liberal |
Logical | Naturalistic |
Optimistic | Pessimistic |
Progressive | Reactionary |
Realistic | Rebellious |
Religious | Risk Avoiding |
Risk Taking | Secular |
Social Activist | Traditional |
Behavior
Behavior is a common type of market segment that often overlaps with psychographics. For example, a product with low environmental impact that targets conspicuous conservation whereby consumers purchase products that they view as good for the world.Brand Loyal | Bulk Buyer |
Channel Preference | Comparison Shopper |
Competitive Shopper | Compulsive Shopper |
Conspicuous Conservation | Conspicuous Consumption |
Cynical | Diligent |
Early Adopter | Expert User |
Extroverted | Frequent Shopper |
Impulsive Shopper | Influencer |
Introverted | Late Adopter |
Novice User | Open to Experience |
Preference for Certainty | Price Insensitive |
Price Sensitive | Quality Seeker |
Research Shopper | Reserved |
Resistant to Change | Social |
Status Seeker | Tolerance for Uncertainty |
Value Seeker |
Summary
The practice of measuring how people think and behave in order to shape messages, products and services.
Discussion
Psychographics are typically designed to be measurable, reachable, winnable and relevant to your revenue targets. In practice, it is common to use psychographics without measuring them. For example, you can develop a child's helmet for people who want their children to have the safest products possible without having to actually measure this market. In this case, you are simply proceeding on the common knowledge that this is a large market.Overview: Psychographics | ||
Type | ||
Definition | Using how people think as a criteria for identifying a target market or target audience. | |
Related Concepts |