How Psychographics Paint a Clearer Picture Than Demographics
By Suran Ravi
PR professionals seek to create campaigns that connect with target audiences in meaningful ways. But trying to understand consumer motivations based primarily on demographic data — age, gender, race, geography, etc. — hinders those efforts.
Imagine that a brief instructs you to build excitement about new video game accessories among hard-core gamers. It says the target audience is men, 30-49 years old, married, have children, work full time, make good livings and are likelier than the general population to have a doctorate.
This demographic profile appears all wrong, but in fact, it’s the exact makeup of a hard-core gamer segment discovered in a 2020 study by the communications agency Citizen Relations — where I am the director of intelligence and insights — and our research partner, Impact Research.
This article is exclusive to PRSA members. Please sign in to continue reading.
Not a member?
Join PRSA to read more articles like this and to advance your communications career.
Print subscriptions to Strategies & Tactics are available for nonmembers.