Psychographic Data Defines The Modern Consumer

What makes social media truly stand apart is the level of interaction it allows between brands and its consumers. The “personal touch” is impossible to achieve without a complete understanding of the audience psyche and behavioural patterns right down to the last detail.

Marketers have been relying on the same method of data generation for several decades: Demographics.  While it may be something that has been in use for a long time, it does not provide an accurate insight in to the minds of the consumers. Age and location are not necessarily markers of a person’s intent and interest in the engagement with a particular brand. Time has been changing and it is impossible to pin a generic behavioural pattern on a particular group purely on the basis of their age. Here is where psychographics comes into the picture. Psychographics gives a more wholesome understanding of the mind of the consumer. Let’s take the case of a 50 year old man living in California. He would be considered target audience for a large number of companies; but does it make sense for them to actually target him? Enter psychographics! By knowing details like the man’s favoured eateries, monthly expenses, places visited in the last 5 years etc, brands can get a better understanding of the person and choose to target accordingly.

The most ideal psychographic data, in modern times, comes from a person’s social profile. A person’s social media profile is one of the primary ways in which brands can determine likes and dislikes and get an all round understanding of the individual.

A social media profile is also an apt way to understand the lifecycle of a customer as well as the key moments of that individual’s life. Imagine a way in which you can easily find out when a person gets a new job, gets married, has kids, moves to a new city and much more. Social media profiles provide that and often much more. In a world where ‘privacy’ is slowly becoming obsolete, psychographics helps brands actually “understand” their consumer and find better ways for targeting.

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