Psychographics comes of age

Pat Lalonde Dade and Jonathan Plowden Roberts

Psychographics, the idea that people's attitudes and beliefs can be determined and the resulting profiles applied to the way they might perceive advertising messages, can be used to enhance conventional demographic and lifestyle segmentation.

Psychographics comes of age

Jonathon Plowden Roberts, The Database Group, and Pat Lalonde-Dade, Synergy Consulting, show how conventional demographic and lifestyle segmentation can be enhanced with the aid of psychographics

PSYCHOGRAPHICS has been long regarded as the pot of gold at the end of the marketer's rainbow. This science puts forward the notion that one can determine people's attitudes and beliefs, and then apply those 'profiles' to the way they might perceive advertising messages. If psychographics can effectively be put into action, then insurers can predict people's attitudes to risk. A motor manufacturer can identify people's likely...

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