BTL Point of view – Psychographic profiles are the future of consumer research
Psychographic profiles, created from social media data analysis, are a much more accurate way of understanding the specific behaviour of a brand’s target audience. Psychographic variables are attributes relating to personality, values, attitudes, interests or lifestyles and differ in depth and detail from demographic variables.
Demographic profiles are a much more generic approach to research. They use one very big brush on the canvas when painting a picture of a target audience compared to the fine brushes used by specific psychographic profiles.
Psychographic profile research is conducted across online social forums as these provide the largest amounts of valuable, unprompted, authentic and unbiased consumer commentary. Targeted insights are compiled from public opinion of products and services, local communities to global markets and our research outlines both brand perception and emerging possibilities by uncovering unmet needs. By studying brand advocacy between consumers, it is possible to understand the level and nature of the greatest purchase drivers for any product or service.
The main site types we use as sources are: forums, review/shopping sites, social networking sites, video sharing sites, blogs (with consumer comment), micro-blogs and news sites.
We suggest checking this interesting read on the topic:
“Marketers have built a temple that needs to be torn down. Demographics have defined the target consumer for more than half a century – poorly. Now, with emerging interest graphs from social networks, behavioural data from search outlets and lifecycle forecasting, we have much better ways of targeting potential customers.
The rise of mass-produced consumer goods also brought the rise of mass-market advertising. In the 1950s and 1960s, the goal of television was to aggregate the most possible eyeballs for advertisers. In order to convince consumers that an advertising message was relevant to them, consumers had to buy the idea that they were just like everyone else.
Marketers created that buy-in by bucketing people into generations. When you lump 78 million people into one group called “Baby Boomers,” it’s much easier to sell them stuff, especially when consumers accepted their generational classification. But now, that entire system has broken down. The year that someone was born will not tell you how likely he is to buy your product. Fragmentation is now the norm because the pace of change is accelerating. Generations have been getting smaller because there are fewer unifying characteristics of young people today than ever before…”
Demographics have defined the target consumer for more than half a century – poorly.
By Jamie Beckland
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