Psychographics in Marketing: A Comprehensive Guide


Psychographics is a high-quality marketing metric that helps firms to better identify their audiences. You help your brand to be more up-to-date and personal with the proper audience by understanding the definitions of its brand audiences. Not to add that brands using psychographics tend to be more successful and more profitable to themselves.

What are Psychographics?

Psychographics is a marketing method that allows branding specialists to identify the features or psychological characteristics of the public and to develop a marketing strategy for the correct audience.

In general, psychographics helps to know the exact attitude that your potential customer (prospect) is currently in. And helps you to align your campaign, in support to their current emotional state. Also, its important to note that psychographics in marketing roots from demographic data. But it doesn’t necessarily replace demographics, we’ll look at this much more in depth, later on.

So, what difference does it make? A brand, on the other hand, is a concept that manifests itself through recognition, quality, and production. To ensure that a brand targets and establishes a link between these three. We must ensure that our marketing strategy can speak directly to our clients. And in order to do so, we must target a specific audience that is more likely to be interested in our brand. Which is exactly what a psychographics report does in marketing.

So, let’s find out more about it.

How to implement Psychographics in a Marketing Plan?

Given that psychographics is a fluid subject that expands with time, we can’t pin it down to a specific number. However, in this article, we’ve looked into some of the most widely used psychographics by marketing agencies and startups throughout the world. They use it to raise brand awareness and better convey themselves to their target audience.

So here are some of the most common psychographic metrics that are measured by agencies:

Personality Traits

A persons personality has many things to say on their purchasing decisions. So when it comes to product promotions and campaigning for sales and awareness. We should take into account the demographic measurements of our users that align with the personalities, which we think go well with our offerings.

Lifecycle Stage

Your users are not always constant, attraction to a product does not retain users timelessly, for instance. You could have a first person shooter game which you have developed with visual elements that match the current generation, and it might be pretty successful. But, this doesn’t mean that it’ll be the same always, the current generation grows and moves on. At this point there are two decisions to make, to mature your product to match the requirements of the users that already use your product. Or move on and alter your content towards the upcoming generation, Either decision you make will have ramifications, both positive and negative. But at the end of the day. Knowing that you’ve been measuring the performance of this metric and taking it into account at an earlier stage, gives you a predetermined power over your fate.


Do you wonder why brands team up with influencers, well its because of clout. And what is clout? Its the idea of chasing behind whats trending, we’ve got an article on influencers here that explains this better. But all you need to know is that the power of collaboration between popular products tends to influence the minds of buyers, and that's exactly what you should measure, execute and develop upon for your brands psychographics report in your marketing plan. You need to identify the interests of your users with proper research on the internet. Surveys, Social Comments, Q&A Sessions to identify what other interests your users have. Be concise in how you collect your data. Most users are more open to talking about their interests, collect these feedback’s and present it unto your report.


An attitude in a marketers perspective is more about social sharing. To be honest not many people share content, we know, because to be honest. Out of the many people who read our blog, only some share our articles on their social media profiles. And this, is their digital attitude, people these days are judged more based on what they wear, what friends they have and how often they socialize. So sharing about an online bookstore that sells books to physicists is not going to pump them up. But if you take the time to find pathways of interests that lead to your brand, you can promote anything.

Let’s take our example of the physics bookstore, imagine if you could get recognition of your store by a famous physicist such as neil degrasse tyson, michio kaku or even bill nye the science guy. A simple retweet or social mention would direct your store towards the right audience. So this is what makes your brand aware to the right audience.


Digital marketing doesn’t always have to involve digital tactics, you can implement a great digital marketing plan that takes real-world activities of a user into account as well. Nike doesn’t partner with christiano ronaldo because he’s a famous digital content creator. No, they partner with CR7 because he’s a popular idol that inspires people to live a healthy life, work hard and keep trying. Which aligns with their motto “Just do it” properly. So, in order to achieve the target of getting your users outside activities such as watching sports, participating in competitive gaming and etc. You should look at the world in their shoes instead of yours, what would you be thinking to buy when they’re performing their regular activities. Polish your perspective towards their angle.


So overall, you’ve now got an idea about psychographics and a brief explanation about the reasoning behind its usage. In order to familiarize ourselves with key areas of psychographics we need to first look into certain demographic values and attributes, so that we know that our brands aligned with key interests, attitudes and personality traits amongst many other elements of our audience interests. So try to work on getting their feedback to make your life easier. Learn to process their information with better clarity, and keep improvising. It’s never a one way plan, there’s always going to be changes, be ready to implement them.

But most of all have faith in your plan, it could win or lose. But you need to keep at it. Big trees come from small seeds, so make sure to plant yours now and keep trying, good luck.

Our Recent Articles