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Psychographics is defined as "market research or statistics classifying population groups according to psychological variables" [1] The term psychographics is derived from the words "psychological" and "demographics" [2] Two common approaches to psychographics include analysis of consumers' activities, interests, and opinions (AIO variables), and values and lifestyles (VALS).
Psychographic segmentation has been used in marketing research as a form of market segmentation which divides consumers into sub-groups based on shared psychological characteristics, including subconscious or conscious beliefs, motivations, and priorities to explain, and predict consumer behavior. [1]
Psychographic segmentation has been criticized by well-known public opinion analyst and social scientist Daniel Yankelovich, who says psychographics are "very weak" at predicting people's purchases, making it a "very poor" tool for corporate decision-makers.
The psychograph was a phrenology machine, invented and marketed by Henry C. Lavery in the early part of the 20th century.. The psychograph claimed to mechanically discern a subject's aptitudes in a number of mental faculties.
Market segmentation is the process of dividing mass markets into groups with similar needs and wants. [2] The rationale for market segmentation is that in order to achieve competitive advantage and superior performance, firms should: "(1) identify segments of industry demand, (2) target specific segments of demand, and (3) develop specific 'marketing mixes' for each targeted market segment ...
Psychogram is a term sometimes used in fields within psychology such as personality theory and perception as well as graphology and handwriting analysis, although the term has multiple senses, many of them outdated, and none of the senses of the term are defined clearly or used consistently.
Psychographic filtering and collaborative filtering are still within experimental stages and therefore have been not been extensively used. [3] The techniques are most effective when they are used to indicate preference for a single, constant item (i.e. a horror book written by one author) rather than recommending a composition of characteristics (i.e. a newspaper article on war) which varies ...
Audience segmentation is a process of dividing people into homogeneous subgroups based upon defined criteria such as product usage, demographics, psychographics, communication behaviors and media use. [1] [2] Audience segmentation is used in commercial marketing so advertisers can design and tailor products and services that satisfy the ...