Why Psychographics Matter Now

Demographics don’t matter at all, psychographics matter a lot. Psychographics is the study of personality, values, attitudes, interests, and lifestyles.

The internet has taken down this wall of demographics and those of us who have a passion for something can now connect to each other.

So, it doesn’t matter where you were born, “what matters is what you do?” It doesn’t matter what the census says, “what matters is what you care about?”

That the two questions that we need to be asking ourselves all the time especially if you’re a start-up is:

  • Who is my product for? Nothing is for everyone. Personally, I have never used an iPhone,  and I have never had a cup of Starbucks coffee, so if you think your product is for everyone you have to start over.
  • This group that your service or product is for “What do they believe?” Now as an example of this: There is a group of people who will buy the newest iPhone every time it comes out on that day because it makes them happy. There is another group  of people who will buy it four weeks later. Why? because waiting four weeks later makes them feel smart and then there are another group of people who will wait at least six months before they buy it because they’re smarter than the other two groups of people. Now these are stories (worldviews) that we tell ourselves.

Question: How important do you think these two questions are as we move away from demographics ?

3 thoughts on “Why Psychographics Matter Now

  1. You raise any interesting question. Who is my project for, may not be as straight forward as it sounds. While I may think my target audience has a particular set of characteristics, it may turn out that a completely unanticipated group likes it. Part of understanding the answer is letting the market work and being willing to adapt to its input.

  2. Pingback: The best way to predict your future is to create it « Indispensable Marketing

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