What is the difference between psychographic and demographic

In your campaign, you might choose to include photos of people of all sizes who are equally healthy or on the path to healthfulness. Whereas interests cover events your buyer might not actually partake in, activities refer to what your buyer actually does in their spare time. Do they like to spend time on Instagram to decompress? Or do they prefer to watch the newest Netflix show? In the weekends, are they visiting the most recent museum exhibit or spending time outside in nature?

If your target customer loves yoga and you're trying to sell them your nutritional counseling program, you can incorporate images or offers that involve yoga. Alternatively, you might advertise your program at yoga studios. Now that you know the psychographic factors you can use, you can officially begin collecting psychographic data. Psychographic data includes your buyer's spending habits, hobbies, thoughts, values, and other pieces of their psychological makeup.

Psychographic data uncovers why a consumer might buy your product, allowing you to create marketing campaigns that appeals to them specifically. Now that we understand what psychographics are, how do we go about acquiring them? We outline several major methods below. Right now, take five seconds and think of your best current client. Next time you talk, ask them a little more about themselves. You could ask them the same questions.

Want a larger sampling? Send out a customer survey and be honest — tell them you want to better understand what they care about.

Most people are more than happy to share. Prefer a more behind-the-scenes kind of investigation? Look at your existing site content and previous special offers. What has moved people to click, call, or buy in the past? They may not think of themselves as bargain-hunters, but if a discount code got their business, then that reveals their preference for bargains. A focus group is a group of people, typically not affiliated with your company, who participate in a discussion about your brand and your products.

The participants are to be as unbiased as possible, and they should closely align with your target market. For instance, if you sell hiking gear, your focus group should be made up of hikers — not just anyone who wants to participate.

Focus groups are more effective when you craft a thoughtful questionnaire that helps you uncover the needs and wants of your target audience.

Learn how to run a focus group here. If you already have a good idea of what your target audience looks like, you can use that information to do research on your own. You can collect the data you need from companies that have already carried out research in your target vertical.

As your needs become more sophisticated, you can then consult with a major company such as NielsenIQ or Qualtrics. We've gathered some hypothetical data using the techniques outlined in the previous section, so now let's apply our data to our marketing strategy.

Instead, they want to hear that your nutritional counseling service has worked for others. This has manifested as increased revenues, market share and patient loyalty, improved health outcomes and boosts in patient financial reposibility payments. The following case studies illustrate the power of leveraging psychographics and patient-preferred communication channels to maximize results:.

It is a major investment in both dollars and hours to develop a reliable psychographic segmentation model. The model needs to be tested and validated in the field and proven stable and effective over time, especially for a risk-averse industry such as healthcare.

To make it easy for healthcare organizations to benefit from psychographics, PatientBond has developed an online, dashboard-driven Psychographics Marketing Package. The data can also be analyzed by demographics, socioeconomics and health condition, in addition or conjunction with the psychographic segments. The package also includes psychographic segment heatmaps for any geography in the U.

It's really the "easy button" to get the data and insights healthcare organizations need to turbocharge their marketing and provide the confidence they need for winning strategies. Contact PatientBond today to discuss how psychographic segmentation can help your organization thrive. Request a Demo. Psychographics Versus Demographics in Healthcare. For these answers one needs to look beyond demographics. When it comes to marketing strategy, demographics and psychographics play a crucial role in identifying the audience that one is dealing with.

This is referred to as market segmenting. As such, it is very important to discern the difference between demographics and psychographics in order to utilize it properly in marketing endeavours. Psychographics is the study of values, personality, lifestyle, opinions and interests of people of a certain community. Psychographics is qualitative. Psychographics deal with factors such as values, personality, lifestyle, opinions and interests.

For example, consider that you have an advertisement-supported website that provides tips for skiers. Audience demographics will not provide any really meaningful market segmentation.

Skiers can be men or women, young or old, rich and not so rich, so skiers cross almost all demographic measures. Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles. Psychographics are less measurable characteristics and can represent either profiling at a national level or be attributed to a single person known as psychographic profiling.

Increased computing power and repositories of large data sets of consumer information have propelled data mining to a whole new level. These billions and billions of transactions exist in big-data sets and can be mined to provide a single psychographic profile for an individual, or for an entire class of people.

One excellent psychographic tool is the Lifestyle Database included in ReferenceUSA , which can often be found at your local library for free. The way the lifestyle database works is it tracks hundreds or purchasing categories,. The following is an example of my profile in the ReferenceUSA Lifestyle database and is a pretty accurate representation of things that are important to me based upon my spending habits.