1. Introduction: Psycographics Vs Demographics
Psychographics describes customers; values, opinions, lifestyle…
Think of psychographics as the kind of data a psychologist or anthropologist would use to profile someone, as opposed to the demographic data that a census surveyor wants to collect… Psychographics are generally expressed as– activities, interests, opinions (AIO), and its customer research that blends demographics and psychology to give a more penetrating understanding of customer behavior.
It analyzes the values, beliefs, and underlying motivations of target groups so that you can tailor your products and services to each group…
According to Anthony K. Tjan; customer research tends to be demographically-biased, and it’s time to go a little ‘psycho’ on customers– psychographics, that is…
While there’s no standard psychographic profile, we can borrow some ideas from psychology: A psychographics profile should tell us about how a person interacts with the world, e.g., extrovert or introvert, analytical or emotional, what they value most– security, family, environment…
Psychographics offer an ability to understand current and potential customers in terms of the beliefs and values that drive their purchasing behavior…
It’s been said demographics help you understand who buys your product or service, while psychographics helps you understand why they buy.
Another way to put it is that demographics are things that can be observed from the outside, such as; age, race… while psychographics are internal attributes or attitudes…
According to Eric A Mann; in simplest of terms, psychographics helps you to identify your perfect customers within the pool of potential customers… perfect customers are the ones responsible for driving the bottom line – knowing who they are and why they’re your customers helps you improve your business…
According to Drew Palmer; the more you know about the customer target, the better job you can do of building and delivering your message!
source: link1.
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2. Personnas and Empathy Maps
To dig deep into your customer you should apply the
Personna e Empathy Map tools advocated in Design Thinking.
There are many ways to identify the needs of users, such
as interviewing users, discussions with business stakeholders, usability
testing, focus groups ,etc.
However one technique that has grown in popularity and
acceptance is the use of personas: the development of archetypal users to
direct the vision and design of a product or service.
What are personas?
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| Empathy Map1 |
Personas are archetypal users that represent the needs
of larger groups of users, in terms of their goals and personal
characteristics. They act as ‘stand-ins’ for real users and help guide
decisions about functionality and design.
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| Empathy Map2 |
Personas identify the user motivations, expectations and
goals responsible for driving behaviour, and bring users to life by giving them
names, personalities and often a photo.
Although personas are fictitious, they are based on
knowledge of real users. Some form of user research is conducted before they
are written to ensure they represent end users rather than the opinion of the
person writing the personas (read more here).Empathy Map, a tool for Customer Profiling was developed by XPlane (more tools available here).
3. The Eneagram System
The Eneagram system is (in my opinion) the most comprehensive system for
understanding our underlying motivations:
The Enneagram is a powerful system for understanding Human Nature.
Like
other personality type systems, the Enneagram describes nine different groups of
behavours and characteristic tendencies of people. However, the Enneagram goes
deeper, describing the unconscous motivations underlying our behaviour.
These
motivations describe why we think, feel, and act the way we do (read more here).
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| Eneagranma e Inteligência Emocional |
dominante - estado fundamental,
regressão - estado de desintegração,
exaltação - estado de integração.
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