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What are psychographics, and how can you use them in your marketing?

If you're a marketer, chances are you've heard the term "psychographics" a few times - but most people won't have a clue what it means?

Psychographics is when you divide your audience into categories based on their shared personality traits and preferences. This is different from demographics, where you divide based on their shared traits or characteristics. Demographics can include age, race, ethnicity, gender, marital status, income, education, and employment.

But - back to psychographics!

Psychographics are the psychological and cognitive attributes of a consumer that reveal their beliefs, values, and goals. In marketing, psychographics are used in conjunction with demographics to understand and market to consumers' purchasing habits. Some examples include:

1) Personality

Personality describes the collection of traits that someone consistently exhibits over time, and how they interact with the world around them. When looking at your target audience, it is likely that people within that audience share some personality characteristics that you can use to tailor your marketing strategy.

2) Lifestyle

Lifestyle is the collection of someone’s day-to-day activities: their associations, where they live, where they spend their time, etc. This factor can be influenced by relationships, occupation, and other significant life choices.

3) Interests

Interests include hobbies, pastimes, media consumption habits, and what occupies someone’s time. Of course, these will vary from person to person, but generally, a target audience will share common interests that can be woven into marketing campaigns.

4) Behaviours & Habits

Behaviours are exhibited through a person's buying patterns, product usage, and even the frequency at which they purchase a product. Similarly, habits are psychographic factors that a person has become accustomed to in their daily lives. These aren’t easily broken so it’s a good idea to consider these quite heavily when creating campaigns and advertisements.

5) Values

Someone’s values describe their sense of right and wrong, and this information can be invaluable in crafting adverts that tap into someone’s values.

If you need help with your marketing strategy and how to get the most out of your advertising campaigns, get in touch with us at for a free, no-obligation consultation.


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