What is Psychographics and How To Use it in Marketing

What is Psychographics and How To Use it in Marketing


Psychographics is one of the most powerful techniques marketers can use to identify and reach their target audience. It’s all about understanding your audience better than anyone else does and using that knowledge in your marketing campaigns.

Psychographics allows you to connect with people based on their interests and motivations instead of their age or gender. Since each person has unique psychographic traits, psychographic targeting allows you to customize your messaging for each customer group so that it resonates with them on a deeper level than simple demographics alone can provide.

What is psychographics?

Psychographics is a way to categorize people based on their attitudes, values, interests, and personality traits.

It’s an incredibly valuable marketing tool because it allows you to understand your audience better so that you can create personalized content for them. Psychographics is also known as lifestyle segmentation in marketing parlance.

The benefits of using psychographics for your marketing

What are the benefits of using psychographics over demographics?

It’s an effective way to understand your audience

Psychographics is a more effective way to understand your target audience. By targeting people based on their interests, values, and opinions instead of their age, gender, or occupation, you’re able to reach a more relevant audience with your message. Psychographics allows you to create a brand that’s more meaningful and memorable for customers by personalizing it according to their preferences.

It’s more cost-effective

Psychographics is a more cost-effective method of targeting your customers than demographics. It allows you to create a more personalized brand and message, which makes it much easier to stand out from the crowd. Psychographics allows you to create a brand that’s more meaningful and memorable for customers by personalizing it according to their preferences. 

How to build a psychographic profile of your audience

Step 1: Organize your audience by demographics.

The first step in using psychographics is to organize your audience by demographics. Demographics are the characteristics of a person or group, such as age, gender, income level, and location.

It’s easy to find out this information for your target customers — it’s available from many sources such as surveys; data brokers like Acxiom or national databases like the US Census Bureau.

Demographic information is one of the most common ways marketers segment their audiences because it’s easy to measure and evaluate.

Step 2: Pay attention to the behavior and motivations of your audience.

Once you’ve identified who your audience is, it’s time to dig into the details. Understanding their motivations can help you determine what products or services they need and how you can help them. For example, if you’re selling luxury cars, your target audience might have an annual income of $75k or more and will likely be looking for a vehicle that will impress others. Pay attention to their behaviors: What do these customers do in their free time? Do they prefer going out on weekends with friends, relaxing at home alone with a good book, or taking long walks around town? How much do they value looks versus performance (or both)?

You may also want to consider how much money people in this cohort make on average; this information will help determine how much of a budget they’ll have available for purchasing new vehicles.

Step 3: Create a list of characteristics of your target audience.

Next, you should come up with a list of characteristics for your target audience. Do this by brainstorming with the team and coming up with words that describe your target audience. Common examples include:

  • Low income
  • Online shoppers
  • Tech-savvy
  • Women between 30 and 50 years old

Step 4: Use the list of characteristics to create a persona.

A persona is a fictional character that represents your target audience. It should include information such as the person’s name, age, and gender. You can also include details about their job, hobbies, and interests so that you can better understand how they think and make decisions.

Implement psychographic targeting strategies in your marketing campaigns.

Psychographic targeting is a method of marketing that allows you to tailor your messages to specific groups of people based on their personality traits and interests. By using psychographic targeting, you can create highly targeted marketing campaigns that speak directly to your target audience.

In order to implement the psychographic targeting strategy in your own marketing campaign, it’s important to first understand what psychographics is and how it can be used effectively by companies.

Use psychographics to build a deeper understanding of specific groups of target customers

Psychographics is a valuable tool for marketers to understand their target customers. It helps you understand the needs and motivations of your customers, which in turn helps you create better products and services that are tailored to them.

You can also use psychographics when developing new product ideas, or when creating marketing campaigns for existing products or services.

Psychographic data is especially useful when designing experiences, such as an event or other type of experience that involves multiple participants (like a workshop).


Psychographic targeting is a powerful tool that can help you reach and connect with your audience. By using psychographics, you can create a deeper understanding of the groups of people who would like your products or services best. This ensures that your marketing strategies are better tailored to what they really want.