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Psychographics vs Demographics

December 12, 2016

Understand the Difference to Improve Your Marketing Efforts

- A selected topic within JamesDugan’s Darren Kuyper’s, “Niche/Minority Marketing” presentation.

As a marketer, you’re undoubtedly familiar with and use demographic data on a daily basis.  The lesser-known but equally valuable research segment you need to be aware of and also incorporating is psychographics.  An easy way to understand a psychographic profile, and how it provides a great deal of clarity regarding your audience, can be demonstrated with this quick quiz…

See if you can identify how you would market to the following person with these demographics:

  • Female
  • Early 60’s
  • Born and lives in the USA
  • Net worth well over $75,000,000
  • Celebrity

This demographic profile actually identifies two people, Oprah Winfrey and Roseanne Barr, and we believe that you would agree that very different marketing strategies should be used when marketing to them!

Demographics are the statistical data of a population, especially those showing average age, income, education, etc.  Some of the most generally observed demographics are ethnicity, gender, age, disabilities, employment status, etc. It can be seen as a very useful insight into the culture of the people or a certain population that exists in a certain region.

In marketing, demographics are used to get an idea about the typical member of a specific population in order to ascertain the population’s theoretical make-up. Such information is important to create marketing strategy as well as a marketing plan for your business.

Psychographics, on the other hand, are the use of demographics to forecast consumer behavior, determine the personality, values, interests, opinions, attitudes and tastes of a particular segment of a population. Psychographics are very useful component of marketing and research, as well as gaining strategic insight.

When a group’s (or person’s) psychographic make-up is constructed, it is called a psychographic profile, and is a very useful tool when it comes to advertising and market segmentation. However, it is not to be confused with demographics.

When it comes to developing a successful marketing strategy, demographics and psychographics play a fundamental role in identifying the audience that you’re trying to engage. As such, it is important to understand and differentiate between demographics and psychographics in order to utilize them properly in your marketing activities.

  • Demographics are the quantifiable statistics of any particular population. Psychographics are the study of values, personality, lifestyle, opinions and interests of people of a certain community.
  • Demographics are quantitative. Psychographics are qualitative.
  • Demographics provide insights to factors such as ethnicity, gender, mobility, age, disabilities, employment status, etc. Psychographics deal with factors such as values, personality, lifestyle, opinions and interests.

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