Qualitative methodology used to describe traits of humans on psychological attributes
Not to be confused with psychography.
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Psychographics is defined as "market research or statistics classifying population groups according to psychological variables"[1] The term psychographics is derived from the words “psychological” and “demographics”[2] Two common approaches to psychographics include analysis of consumers' activities, interests, and opinions (AIO variables), and values and lifestyles (VALS).[3]
Psychographics have been applied to the study of personality, values, opinions, attitudes, interests, and lifestyles.[4] Psychographic segmentation is a technique for grouping populations into sub-groups according to similar psychological variables.[5]
Psychographic studies of individuals or communities can be valuable in the fields of marketing, demographics, opinion research, prediction, and social research in general. Psychographic attributes can be contrasted with demographic variables (such as age and gender), behavioral variables (such as purchase data or usage rate), and organizational descriptors (sometimes called firmographic variables), such as industry, number of employees, and functional area.
Psychographic methods gained prominence in the 2016 US presidential election and the opposing campaigns of Hillary Clinton and Donald Trump, with the latter using them extensively in microtargeting advertisements to narrow constituencies.[6]
^"Definition of PSYCHOGRAPHICS". www.merriam-webster.com. Retrieved 2023-03-11.
^Chandler, Daniel; Munday, Rod (2011-01-01), "psychographics", A Dictionary of Media and Communication, Oxford University Press, doi:10.1093/acref/9780199568758.001.0001, ISBN 978-0-19-956875-8, retrieved 2023-03-11
^Blasius, Jörg; Mühlichen, Andreas (2010-02-01). "Identifying audience segments applying the "social space" approach". Poetics. 38 (1): 69–89. doi:10.1016/j.poetic.2009.10.003. ISSN 0304-422X.
^Senise, Jairo (28 September 2007). "Who Is Your Next Customer?". Booz Allen Hamilton Inc, Strategy+Business.
^"APA Dictionary of Psychology". dictionary.apa.org. Retrieved 2023-03-11.
^Resnick, Brian (March 26, 2018). "Cambridge Analytica's "psychographic microtargeting": what's bullshit and what's legit". Vox. New York City: Vox Media. Retrieved February 15, 2020.
variables" The term psychographics is derived from the words “psychological” and “demographics” Two common approaches to psychographics include analysis...
interchangeable with psychographic segmentation, marketing experts argue that lifestyle relates specifically to overt behaviors while psychographics relate to consumers'...
Psychographic filtering is located within a branch of collaborative filtering (user-based) which anticipates preferences based upon information received...
many of these proprietary psychographic segmentation analyses are well-known, the majority of studies based on psychographics are custom-designed. That...
three main general aspects of target audience grouping: demographics, psychographics and consumer lifestyle (Percy, Rossiter, & Elliott, 2001, p. 65). To...
Psychographic segmentation has been criticized by well-known public opinion analyst and social scientist Daniel Yankelovich, who says psychographics are...
subgroups based upon defined criteria such as product usage, demographics, psychographics, communication behaviors and media use. Audience segmentation is used...
criteria include: Geographic (such as a country, region, city, town) Psychographic (e.g. personality traits or lifestyle traits which influence consumer...
include, but are not limited to advertising based on demographics, psychographics, behavioral variables, and contextual targeting. Behavioral advertising...
Research Projects Agency (DARPA) Interests, Activities, and Opinions - psychographics Axact, formerly known as International Accreditation Organization (Houston...
be broken down by various data point categories such as demographic, psychographic, behavioral, and transactional data. With large sets of data points...
trading on the Nasdaq exchange, and the firm expanded into the use of psychographics (the analysis of consumer lifestyles). In 1966, Grey became one of the...
segments, new demographic segments, new institutional segments or new psychographic segments. Another way is to expand sales through new uses for the product...
different age groups, genders, and ethnic backgrounds, as well as psychographically between income levels and other non-physical factors. This information...
that advertisers can take advantage of users' demographic information, psychographics, and other data points to target their ads. Social media targeting combines...
inform, console and uplift the families of deceased persons during his psychographic sessions. His books sold an estimated 50 million copies and the revenue...
brand marketing uses market research to segment target markets based on psychographics rather than demographics. Lifestyle brands operate from the idea[clarification...
involved psychographics. According to an aide and consultant for Ted Cruz's presidential campaign, their campaign stopped using CA after its psychographic models...
and age. The segments are based on user behavior, motivations, and psychographics. It is argued that the model can increase reaching the desired audience...
that their preference to avoid the implications of wanting to build a psychographic profile of a particular person using the rubric of 'we don't collect...
Chico Xavier wrote Brasil, Coração do Mundo, Pátria do Evangelho, a psychographic book of authorship attributed to the spirit of Humberto de Campos. In...
of profiling. The three basic methods of customer profiling are the psychographic approach, the consumer typology approach, and the consumer characteristics...
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