{"id":57998,"date":"2018-08-24T00:00:00","date_gmt":"2018-08-23T22:00:00","guid":{"rendered":"https:\/\/richardvanhooijdonk.com\/blog\/what-are-psychographics-understanding-the-dark-arts-of-marketing\/"},"modified":"2021-03-24T14:52:23","modified_gmt":"2021-03-24T12:52:23","slug":"what-are-psychographics-understanding-the-dark-arts-of-marketing","status":"publish","type":"post","link":"https:\/\/blog.richardvanhooijdonk.com\/en\/what-are-psychographics-understanding-the-dark-arts-of-marketing\/","title":{"rendered":"What are psychographics? Understanding the \u2018dark arts\u2019 of marketing"},"content":{"rendered":"<ul class=\"bold-list\">\n<li>The Facebook\/Cambridge Analytica scandal first brought psychographics into the mainstream<\/li>\n<li>Psychographics allow you to learn the opinions and values of people<\/li>\n<li>You can use these shared values to forge stronger bonds with your customers<\/li>\n<\/ul>\n<p>For years, marketers have been using demographic data to categorise consumers according to their age, gender, race, sexuality, education, and income, and then drawing on that information to target potential customers with personalised ads. Although this approach has been successful, the biggest problem is that it doesn\u2019t take into account the personality of the individual consumer &#8212; it simply isn\u2019t fine-grained enough for individual analysis.<\/p>\n<p><iframe title=\"What are psychographics? Understanding the \u2018dark arts\u2019 of marketing\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/GEuBFyOj054?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>Think about it: does every 30-year-old white, divorced man with children like the same things? Does every 20-year old black, single woman with no kids? No, they most certainly don\u2019t! That means they won\u2019t respond to ads in the same way either. So, how do you solve this problem? That\u2019s where psychographics come in.<\/p>\n<h2>The Facebook\/Cambridge Analytica scandal first brought psychographics into the mainstream<\/h2>\n<p>The term psychographics refers to a type of research that studies and classifies people according to their psychological attributes, such as values, opinions, tastes, interests, or attitudes. Unlike purely demographic analysis, psychographics attempt to capture the differences within and between these common categories, capturing details and drawing connections that other market segmentation approaches miss.<\/p>\n<figure id=\"attachment_30493\" aria-describedby=\"caption-attachment-30493\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-30493 size-full\" src=\"https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/sites\/4\/2019\/05\/Psychographics-1024x461ukiklili.jpg\" alt=\"A hand coloured in Facebook\u2019s logo on a black background\" width=\"800\" height=\"360\"><figcaption id=\"caption-attachment-30493\" class=\"wp-caption-text\">Psychographics first gained widespread attention in the wake of the Facebook\/Cambridge Analytica scandal, in which a British political consulting firm managed to get their hands on private data from more than 50 million Facebook users and used it to help the Trump campaign win the US election, as well as influence the Brexit vote<\/figcaption><\/figure>\n<p>Psychographics first gained widespread attention in the wake of the Facebook\/Cambridge Analytica scandal, in which a British political consulting firm managed to get their hands on private data from more than 50 million Facebook users and used it to help the Trump campaign win the US election, as well as influence the Brexit vote. While it\u2019s difficult to say with certainty just how much of an impact it had on the outcome of these events, the episode does serve as a powerful demonstration of the impact of psychographics.<\/p>\n<h2>Psychographics allow you to learn the opinions and values of people<\/h2>\n<p>Of course, psychographics has applications that extend far beyond politics. In <a href=\"https:\/\/blog.richardvanhooijdonk.com\/en\/keynote\/the-future-of-marketing\/\">marketing<\/a>, it can be used to help companies advertise to their customers more effectively by learning more about them, such as the things they like or don\u2019t like. Today, it\u2019s no longer enough to know someone\u2019s age and sex to be able to devise a marketing strategy that can appeal to them; you also need to know what they care about, how they spend their day, where they hang out, and what they believe in. Psychographics allows you to learn why people buy the things they do and use that knowledge to show them content that is directly relevant to them. In the past, psychographic data was difficult to collect and even harder to make sense of. However, that has changed with the rise of the internet, making psychographics more accessible and actionable than ever before. <a href=\"https:\/\/www.independent.co.uk\/voices\/cambridge-analytica-facebook-trump-elections-psychoanalytics-voters-minds-a8268721.html\">According<\/a> to Michal Kosinski, who developed the algorithm that can reverse engineer someone\u2019s personality simply by analysing their Facebook likes, it takes just 300 likes for his algorithm to gauge a person\u2019s personality more accurately than their spouse!<\/p>\n<p><iframe title=\"Cambridge Analytica, Facebook and Psychographics\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/nwyKg1H80mY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<h2>You can use these shared values to forge stronger bonds with your customers<\/h2>\n<p>In recent years, more and more companies have started expressing their own opinions of the world and attaching values to their brand. This allowed them to attract people who share similar values and forge stronger bonds with them. When people know that a particular brand stands for the same things they do, they are more likely to identify with it and remain loyal. For example, the US outdoor clothing company Patagonia is known for its commitment to social and environmental responsibility, donating 1 per cent of its sales to various grassroots environmental groups and frequently using recycled materials to produce their clothes. Most people applaud that, and it\u2019s a smart marketing strategy.<\/p>\n<p>However, this approach can also lead to controversy, and companies run the risk of alienating those who strongly disagree with the values and opinions they choose to express. For that reason, they tend not to choose divisive issues or problematic values in these campaigns.<\/p>\n<p>But mistakes still happen, the US retailer Gap recently <a href=\"https:\/\/qz.com\/1354629\/a-gap-ad-showing-a-girl-in-a-hijab-is-infuriating-french-politicians\/\">launched<\/a> an ad campaign for their new back-to-school collection that features a young girl wearing a hijab. While the ad was warmly welcomed in the US, where it was praised for highlighting diversity, it caused a great deal of controversy in France, with various members of the French government voicing their disapproval on social media. \u201cThis advertisement is an insult to childhood \u2026 No hijab in our secular schools,\u201d <a href=\"https:\/\/qz.com\/1354629\/a-gap-ad-showing-a-girl-in-a-hijab-is-infuriating-french-politicians\/\">tweeted<\/a> Agn\u00e8s Thill, a French MP who sits on the national commission for education and cultural affairs. Some people even started a petition calling for Gap Europe to disassociate itself publicly from the campaign. In this case, different geographic psychographics created a real problem.<\/p>\n<p>Psychographics can be a powerful marketing tool, allowing companies to learn more about their customers, including what they care about and what they believe in, and adjust their marketing strategy accordingly. Companies can also use them form stronger bonds with the public by attaching values to their brand. However, this approach also comes with an inherent risk of alienating groups who don\u2019t share similar ideals. It\u2019s also worth noting that psychographics works best as a holistic practice that incorporates other market segmentation tools like demographics, geographics, and behavioural data. While all of these can be useful on their own, only when combined do they provide a complete picture and allow companies to target customers more effectively.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Facebook\/Cambridge Analytica scandal first brought psychographics into the mainstream Psychographics allow you to learn the opinions and values of people You can use these shared values to forge stronger bonds with your customers For years, marketers have been using demographic data to categorise consumers according to their age, gender, race, sexuality, education, and income, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":45634,"parent":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[2877],"tags":[4218,4441],"article-type":[],"trends":[],"class_list":["post-57998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-en","tag-future","tag-psychographics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What are psychographics? 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