In years past marketing has focused almost exclusively on demographics, meaning age, income , gender. While these are still valuable and in fact necessary for marketing, more and more marketing agencies are starting put an emphasis on psycho-graphics.
Pyscho-graphics instead of focusing on qauntitative truths, deal with peoples propensities or inclinations toward certain products and product types. For example take two computer manufacturing companies, Apple and HP. A quick look at demographics might imply that the markets for each are similar and as such should be marketed in the same way. However a closer look into the two markets will reveal distinct differences between the two.
Apple customers are usually among the most tech savvy. Not only do they have their laptop computers but they most likely have an iPod that they sinc to their Apple Laptops.
Psychographic data can be hugely important in figuring out what people will be buying in the future because it takes the demographic truths and asks the all important question; Why? Why do Apple customers buy Apple and not HP? What will they buy next?
Demographics are an important foundation to any marketing plan. But they are not the end. Psychoraphics interpret the data and take it a step further.
What do you think what will be the future to market the product, new innovative ideas always drive the market. Please post your thoughts, your comments are alway's welcomed.
2 comments:
Yes, I agree that psychographics can tell us a lot more than purely demographics, which can be very misleading.
I like looking at customer needs when I work with my clients. If we understand the true motivators and behaviors of our customers, on an individual basis, we can interact with them in a much more relevant way. We may even create fans out of them!
Thank you for your post.
Yes thats true.
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