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Psychographic information deals with attitudes, opinions
and values. It attempts to move beyond the important, but strictly external information of
demographics and into the heart and mind of a person. This type of information can shed
light on beliefs and values, areas of personal concern and pain, hopes and expectations.
Psychographic information is typically obtained through surveys of one sort or another and
then projected onto the larger population. If your mission involves working with or
assisting other people, this type of information can be extremely valuable in
understanding the kinds of issues and pressures affecting your target audience. |
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With Psychographics coloring in the outlines provided by
demographics, you are now ready to ask the next set of questions: How people are likely to
behave in certain situations? What is the best way to communicate with them? |
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