Psychographics

Psychographics

·         Personality

·         Values

·         Attitudes

·         Interests

·         Lifestyles.

Mainstream- seek security, tend to be domestic conventional, sentimental, favour value for money nearly always the largest group.

Aspirers – seek status, materialistic acquisitive oriented to image and appearance, persona and image.

Succeeders – seek control, strong goals. Confidence work ethics supports stability. Brand choice based on self-reward

Resigned – seek survival, rigid and authoritan values. Interested in the past and tradition.

Explorers – seek discovery.

Strugglers- seek escape. They feel alienated and not recognised

Reformers- seek enlightenment. Freedom of restrictions and personal growth. Has attended higher education and selects products based on quality  

Psychographics-

A psychographic is looking deep into someone’s profile based on their aspirations the study is based on personality, lifestyle and opinions towards life. It’s based on psychological parts of research. The psychographics look at other parts. Parts of this research can be used in marketing to get the audience's opinion on a certain product. If you combine demographic and psychographic info you get a more detailed persona because you will know what motivates the customer even more . 

it looks into behaviours ,values opinions, activities.