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Psychographic Profiles

Guest post by: Zeeman Haus

Article Overview: Psychographic profiles are used in relation to marketing segmentation and advertising. They are not exactly a demographic profile, but still very important. What psychographic profiles do for an entrepreneur is enable them to better define their strategy on a cultural level. Let's first better define psychographic profiles. A psychographic profile of a group of people will reflect common activities, interests and opinions (AIO) as well as attitudes and values of those people. In a way this could be considered a nice and basic cross section of a culture.

Psychographic Profiles

Psychographic profiles are used in relation to marketing segmentation and advertising. They are not exactly a demographic profile, but still very important. What psychographic profiles do for an entrepreneur is enable them to better define their strategy on a cultural level.

Let's first better define psychographic profiles. A psychographic profile of a group of people will reflect common activities, interests and opinions (AIO) as well as attitudes and values of those people. In a way this could be considered a nice and basic cross section of a culture.

Why is this important and how does this differ from demographics? Consider this; you have a great new line of bikinis that you want to market on an international level. Where would you market these? Let's pick someplace in the Middle East. Like say the ultra-conservative culture of Afghanistan. While your swimwear could most likely still be bought and sold in Afghanistan, billboards and TV commercials would not be an option there due to cultural values, lack of public swimming activity, religious opinion and the core set of values of the majority of the people who live there. People there could most likely afford the bikinis, they have women in your target demographics' range and they do swim in private spas. If you were to look at just the demographics alone for this country you would also see that the market for designer bikini wear is wide open. Checking your demographic data against your psychographic data can save you from making a huge marketing mistake like this. Unfortunately, this is not always as easy as figuring out why not to make a bikini commercial in Kabul.

Psychographic profiles can be subtle and generational. Look at the values of your grandparents versus your own. You would see differences in their attitude towards technology and progress. Their unique take on both is a reflection of their generational psychographic. This is not to say that they wouldn't or don't welcome both new technological breakthroughs or social and economical progress, just simply that their application of both might be different than that of someone who grew up in the "computer age." Understanding this factor as well can help build a strong profile and help in market segmentation.

Typically, advertisers will use psychographic profiles to better "strike a chord" with their market's target consumer. Using demographic information, businesses can identify their market segments' buying habits, income level, gender and age. Once compared to the psychographic data they would have a clear picture as to what sort of campaign would appeal to their segment.

Utilizing psychographic profiles is something that should be taken into consideration nearly as heavily as a demographic. Though most businesses do not include them in a business plan, they are every bit as important as a demographic or market segment. In fact, without a good psychographic profile, you really only have half a picture of who you are marketing to and what their requirements might be.

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Article Tags: demographic profile, entrepreneur, marketing segmentation, profiles, psychographic profile
Referred by: http://7inchlcdtv.com/



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Categorizing the Famous Entrepreneur Profiles? - By the way Evan, what do you think about my idea to categorize your list of Famous Entrepreneur Profiles by industry rather than by alphabetical order? For instance, if I was a small business owner looking to enter the food industry, I might want to look for inspiration from famous entrepreneurs in a related field (like profiles on Dave Thomas, Harland Sanders, Debbi Fields, etc...). It just seems a bit time consuming having to run down the long list of names you have on the "Features" page. Thanks
Current Status Idea - Greetings All I recently wasn't able to come on the forums for about a month and a half recently due to going on holidays, moving house and having extra pressure on at work. I was thinking about this and thought that everyone would believe that I only came on for a month to win a prize therefore possibly decreasing my credibility. In saying this, is possible add an option in the Profiles called "Current Status" that allows a user to select an option like "On Vacation", "Out of the state", "Away", "Overseas" etc (maybe displays in brackets next to the username) so that everyone knows they are actually unable to participate in the forums at any given time during the year? Kind regards TheAnonymousMan


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