Audience psychographic reveals the truth about the reason people buy
One fundamental part of becoming a successful marketer is to understand why and how people think and act. It will be much harder to design attractive content if you do not know the audience’s psychographic information.
You may have listed the audience demographic facts, but they can still ignore you. Have a picture that you own a fashion online shop. You have run specials every month and gave a discount for 3-day straight for your customers. There are many people who want to be more stylish and find a style that speaks to them. It most likely happens when you do not care about audience psychographics.
What is audience psychographics?
Audience psychographics is similar to audience demographic profiles. But, the demographics tell who your buyer is. Meanwhile, psychographics talks about why they buy. It is because psychographics consists of subjective psychological measurements. Here are common variables in audience psychographic.
Personality explains the traits that someone performs over time. This type of audience analysis is usually assessed through personality tests. The examples are the 5-Factor Model and the MBTI test.
For example, people who are high in extraversion in 5-Factor Model enjoy being the center of attention. Imagine a company sells female fashion products and aims people with extraversion. Include women with a bright fashion style with friends partying on the beach on promotional materials.
Lifestyle is activities on a day-to-day basis. It associates with how they spend their time or where they live. For instance, the target market frequently spends its weekends shopping or partying. A travel company can create an advertising campaign that tells the need of detaching from the hectic pace in urban life.
Interests may include hobbies and other activities that occupy someone’s time. The ION supply drink company can design advertising that portrays people running in a marathon or cycling around the town.
Values discusses people’s sense of right and wrong. Imagine you sell shoes. Let’s imagine that your target market concerns on environmental issues. You may copy Adidas with their recycled shoes from ocean plastics.
5. Opinions, attitudes, and beliefs
This audience psychographic variable are strongly related. For example, when people hold religious beliefs, it can be predicted that they keep attitudes and opinions based on what the belief says. For example, you are a clothing retailer and you find the target market is religious women. you may consider showing modest style.
How to get the audience psychographic information
1. Market research companies
Have you conducted market research? You may already feel that collecting all the data is complicating. You must think about the data collection methods and proper resources. Then, you need to analyze it to be a more practical guide.
No need to do that because you can turn to trustable market research firms. American Marketing Association listed 25 market research companies. Some of them are Nielsen, Kantar, QuintilesIMS, and YouGov.
2. Focus groups
You have another excellent option which is focus groups. Here, you gather the data using group interaction. The people joining this group are carefully selected and have a commonality experience.
Focus groups are best to collect audience psychographic information. You can explore satisfaction issues for customers or even suppliers. Also, you can identify customer needs including factors that influence the motives.
3. Customers’ experience
Your existing customers are a great resource to draw a pattern of psychographics. Send surveys or questionnaires to their email. And, give something in return to trigger their motivation. You can give a discount voucher, free shipping, or a free trial.
This method offers you a bunch of benefits. The surveys are inexpensive as you can reach them using an electronical tool. Surveys are also ideal for market research. It eliminates the observer’s biases as the participants have provided their answers.
4. In-depth analytics data
Do you want to get free and effortless data? Go to analytics that provides psychographics. Google Analytics offers a graphic on what topics your audiences interested the most. Social media platforms also assist you in understanding the audience psychographics.
Ways to use audience psychographic information
1. Create a strong value
Let’s say you have a clothing brand. In the demographic profile, you choose females and males. You range around 26 to 40 years old when they have a stable income because the products can be quite expensive. But, how can you know the reason they will buy it? That demographics only cover general targets.
Then, you can go deep into the value of your brand. Since you have a basic style, you can aim for people who are minimalists and adore simplicity. You can also go with an ethical approach, only offer exceptional quality from the best fabric factories, and donate the profits during particular days. In these two cases, you have won people who value minimalist lifestyle and social equity.
2. Think about your success factor
For example, you are an employee living in urban and want to buy a new laptop. You only need standard specifications about speed and computing power. But, if you only buy the standard brand, your friends may underestimate you. So, maybe you need more prestige here with buying the newest Macbook Pro.
As a marketer, noticing this opinion in society can be your weapon to get them to buy products. Take a look at the current trends and see how you can transform into a new need. If you offer things according to their expectations, you can have implemented psychographics well.
3. Identify the ideas of new topics
In the analytics tool, you can find what kind of topics your readers are interested in. Also, notice the websites they follow. The majority of your readers may be content writers. But, they are also interested in entrepreneurship, startups, and digital marketing. Then, why do not you try to broaden the topics and make them stay?
Audience psychographic information can bring your marketing to the next level. Are you ready to try it yourself?