From the course: Consumer Behavior Analytics for Marketing

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Psychographic data: Understanding consumer mindset

Psychographic data: Understanding consumer mindset

From the course: Consumer Behavior Analytics for Marketing

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Psychographic data: Understanding consumer mindset

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- When it comes to targeting customers with the right messages, products, and offers, it's all about understanding their needs and lifestyles. Whether you're an organic snack food brand looking to connect with health conscious parents, or a productivity app geared towards young professionals on the go, most of the time you will focus on psychographic data to understand your consumers. Psychographic data is key information on what a person values, their aesthetics, lifestyle, and attitudes. Unlike demographic data, psychographic data digs deep to capture a consumer's personality. Imagine you are an organic snack food brand. You have a line of kid friendly juice boxes, cereal bars, and cookies. Your target audience is parents with school age kids, many of whom are millennials. Those are demographic data points, what age your consumers and their kids are. But are all millennials with kids your consumers? What about Gen Xers or baby boomer grandparents? No single demographic defines your…

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