Boost Response Levels Using Psychographic Research
Psychographic research and marketing is based on how the mind of the consumer works. Psychographic research attempts to diagnose characteristics of consumers that can affect their reaction to various products, services, advertising, marketing and promotional communication. Yet, unlike regular focus group research it has the objective of gathering insights about the values, beliefs, attitudes and motivations of different consumer groups, largely based on the unconscious drivers that pin down their behavioural responses. Psychographic research can recognize similar values, attitude, lifestyle or personality traits within what seem to be unconnected demographic groups.
From an advertising perspective the two most useful variables used in psychographic segmentation are the values and beliefs of the audience. Values are measured in order to appreciate which communications are most likely to engage, persuade and motivate a given audience, whereas a detailed understanding of their beliefs enables the marketing professional to select which objections to handle in order to prompt purchase. This valuable information is increasingly being used to measure, develop and predict the effect of advertising messages. So the modern advertising professional will neglect the quality of psychographic research at their peril as it is a vital step towards understanding why consumers behave the way that they do.
Usual Market Research
Many traditional research companies are careful in their use of psychographic techniques for marketing and advertising research, primarily because it is so hard to elicit, measure and apply to advertising and marketing applications. However there are a growing number of research agencies who specialise in this type of applied research or to use the latest buzzword – research for marketing.
Psychographic Research
Psychographics may not be confused with demographics. Psychographics is a more sophisticated form of demographics that includes soft knowledge information about the psychological and sociological characteristics of the audience. We have already suggested that it can reveal the values, beliefs, attitudes and motivations of an audience but it can also, if conducted properly elicit emotional responses, psychometric preferences and ideological beliefs. In the growing need for advertising effectiveness, these psychographic insights are every bit as meaningful as the more usual demographic factors, if not more so.
This is not a new branch of knowledge as psychographic research has been used for market segmentation for decades and is increasingly relied upon heavily by the advertising world. Specifically because of its effectiveness in helping to increase communication ROI by examining values, beliefs and motivations. Psychographics are designed return on investment or ROI. However its real benefit is in the way it can evaluate the consumer’s predisposition to buy a product, the influences that stimulate buying behaviour and the affiliation between the consumer’s perception of the product benefits and his/her lifestyle, interests and opinions. This is why psychographicsare increasingly used to navigate the customer’s journey and their relationship with the brand.
Improve response levels with psychographic research
Whilst the market research industry has no clear definition for psychographics, it should help a business appreciate more about their customer’s attitudes and beliefs and more importantly provide the knowledge to help interact with them more effectively. If you want to sell more stock in an increasingly aggressive marketplace, don’t disregard the importance of psychographic research.
More detail on psychographics are featured in a free booklet on market research available to all marketing professionals who wish to improve their response rates. Courtesy of espconsultancy.com the market research uk specialists.
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