Psychographics

Jack Herrera

12/9/18

Psychographics, what is it?

When I first heard the word psychographics, I had no clue what it meant. What is it? According to Dan Shewan's 9 Mind- Bending Ways to Use Psychographics in Your Marketing article it is the "study of people's attitudes and interests, often studied in conjunction with typical demographic data to build more complete profiles of target markets and audiences." The purpose of psychographics is to create a better profile of the consumer that is most likely going to buy your product. It is mostly used for marketing research for companies that want to have the best advertisements. Psychographics focuses on the consumers values, emotions, their interests, etc. According to Claire Boyte- White's article Which businesses use market segmentation? the businesses that use psychographics and target consumers are "skin care, hair care, beauty product manufacturers, car companies, clothing and apparel suppliers, financial institutions (such as banks), television networks and media outlets." For example Tesla, if you value the environment and you support the movement towards clean energy, you would probably be interested in a Tesla. Their "mission is to accelerate the world's transition to sustainable energy" this is the first thing you read when you go to the about Tesla page on their website. Overall how companies use psychographics to strengthen their marketing it pure genius.