If demographics tell you who your customers are, psychographics tell you why they do what they do. While demographic data is factual and straightforward, psychographic data reveals the emotional and psychological traits that drive behaviour.
Think of it like this: Demographics might tell you that your target customer is a 35-year-old woman living in Manchester, but psychographics will tell you that she’s an eco-conscious, adventure-seeking foodie who values sustainability.
Demographic data tells you where to find your audience; psychographic data tells you what will resonate with them.
When you understand your audience on a deeper, more personal level, you’re better equipped to create marketing messages that connect. This is where psychographic segmentation becomes a powerful tool in media planning and buying. By knowing not just who your customers are but also what they care about, you can:
- Improve targeting: Place your ads on the right channels and platforms that your target audience is actually using.
- Create effective messaging: Speak directly to your audience’s values, beliefs, and motivations.
- Differentiate your brand: Stand out by showing you “get” your customers on a personal level.
The result? More meaningful connections, better engagement, and better ROI.
How psychographics work in practice
Psychographic data includes information on personality traits, habits, shopping preferences, hobbies, opinions, and lifestyle choices. While demographic data might categorise someone as a '25-34-year-old male in London', psychographic data tells you if that person is a tech enthusiast who values convenience and innovation.
This insight enables brands to go beyond surface-level targeting. For instance, a retailer might discover that their core demographic of 25-34-year-old males in London can be split into two distinct psychographic groups:
- Tech Enthusiasts who value cutting-edge products and are early adopters.
- Budget-conscious shoppers who prioritise value for money and seek out deals and discounts.
Armed with this knowledge, the retailer can tailor its advertising messages to address each group's specific motivations and select platforms where these groups are most active.
Demographics and Psychographics
While psychographics offer powerful insights, they work best when combined with demographic data. Demographics give you a basic framework for understanding your audience, and psychographics fill in the emotional and behavioural details.
For example, if you’re running a campaign to promote a premium fitness app, you might start with demographic data to identify your target audience: high-income, health-conscious 25-40-year-olds. By adding psychographic data, you’d discover that a large portion of this audience is motivated by a desire for personal growth and self-improvement. With this in mind, you can create advertising messages that focus on 'becoming your best self' rather than generic fitness benefits.
This blend of hard data and emotional insight allows you to be more strategic about where, when, and how you reach your audience.
Ready to dig deeper?
At Hello Starling, we’re passionate about helping our clients understand their customers on every level. Whether you’re just starting out with customer profiling or already have detailed insights at your fingertips, we’re here to help you make the most of them.
If you’d like to learn more about how psychographic segmentation can power your next media campaign, get in touch. We’d love to chat about how we can help you reach the right people, in the right places, with the right message.
