Demographics Vs. Psychographics
Demographics are, for the most part, commonly known and have long been well understood. Defined as statistical data relating to the population, some examples of demographic data are gender based (Male, Female, Other), aged based (how old are you?) and economic based (what’s your income?). In the past, this was the only thing a marketer could pay attention to. You could buy demographic answers from a mailing list company. Demographics explain who your buyers are.
Thanks to Google, and in large part thanks to Facebook, now we can say this is for people who like that (lifestyle). This is for people who believe that (Social Class). This is for people who dream of that (Personalities). These are psychographics, which involve the study and classification of people according to their attitudes, aspirations, and other psychological criteria. Psychographics explain why your consumer makes the purchase.
With psychographic data, you gain an understanding of
What your customers value regarding their:
How you can help customers in a way they find valuable
Misunderstandings regarding the service you provide
Problems your customers are dealing with:
o Product related
Knowing these aspects about your consumer will allow you to change the products and/or services you offer to them – for the better. Knowing the difficulties your consumer faces will allow you to not only design what they need, but their input will allow you to design their onboarding and purchase processes more intelligently. When it comes to user centered design remember the mantra is to know thy user. The more you know about your consumer, the better you will be. For local or national insights into your products, your offerings, and/or your existing or prospective clients, please do not hesitate to reach out to us.