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Word of the Day: Psychographic
Wow! I ran across a new word today: Psychographic
[From Wikipedia.]
In the field of marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Attitudes, and Opinions). They can be contrasted with demographic variables (such as age and gender), and behavioral variables (such as usage rate or loyalty).
When a relatively complete assessment of a person or group's psychographic make-up is constructed, this is called a psychographic profile. Psychographic profiles are used in market segmentation and advertising.
Meanderings
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Mitch,
It's always great to learn a new word.
The best thing about psychographic and behavior variables is that can be determined to some extent by demographics. Using market segmentation enables a business owner to take the demographics they know about a target market and predict psychographics.
I explain how this process works in a free report that readers can get at my blog.
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