What is Psychographics Data - Types with Examples

A business not just a business, it is a lot of efforts, marketing, team, work, profits and more. but the main part of any business is their customers.

Customers are the most significant part of any business. where data about your customers is going to help your business in many way.

It can be "you can target another customer with same mentality" or "friends and relatives of your customer is also in the need of your product" or "knowing that they are in the need of your product".

So always customer data is never going worthless. When it comes to data there are many types of data that your business need like demographic data, psychographics data, technographics data,  behavioral data, firmographic data and more.

But in this blog we cover all that you need to know about psychographics data.

Let us look at the topics we will cover in this blog:

  • What is Psychographics?
  • Types of psychographics
  • Demographics vs Psychographics
  • Psychographic factors
  • How to collect psychographic data?

    What is Psychographics?

    The facts about a particular person based on their activities, interests, and opinions (AIO) are known as psychographics.

    Humans are differentiated by basic physical or common characteristics such as age, gender, locale, marital status, income, and occupation, which are called demographics.

    But there are more unique characteristics a human can have.

    Their beliefs, tastes, preferences, hobbies, favorites, attitudes, dislikes, lifestyles, goals, behaviors, and values.

    Psychographic segmentation is based on the analysis of consumer personality and lifestyle.
    —Unger, 1982.

    Types of psychographics:

    1. Interests

    Humans tend to have specific likes, dislikes, preferences, priorities, and tastes. It is something that can change at any time, and interest is always a feature. Interest is a simple attraction to a significant concept that wants to be focused on for their own happiness.

    2. Activities

    Activities are human behavioral actions according to their atmosphere, environment, lifestyle, and profession. Humans tend to engage in day-to-day activities every day to achieve what they want and what they like.

    3. Opinions

    Everyone has their own perspectives and opinion in their thought about everything. Some people get defined and judged for their opinions, and one's option can be themselves.

    Demographics vs Psychographics:

    Demographics vs Psychographics

    Psychographic factors:

    • Habits:

    When a person tent to do an activity even without their consciousness, then it is called a habit. They have repeatedly done it and practiced it so well that they couldn't forget how they do it. e.g., walking up early, using a particular accent, or slang in the language.

    • Daily activities:

    Every step-to-step routine activity a person sticks to is called daily activity.  The person is willing or sometimes forced to do the activities every day. e.g., working, eating, sleeping.

    • Values:

    What humans live by, what matters to them the most. Everyone has certain principles and core values in order to live their life. They follow their value. e.g., honesty, loyalty, or humanity.

    • Challenges:

    People tend to have tasks and feel difficulty doing them, or they may be interfered with by any obstacles. This is called "challenges." e.g., finding difficulty in finishing the assignment before the due date due to any medical emergency.

    • Dreams:

    Other than life goals, to do or love to do specific things. eg: world tour, a billion dollars in the bank account.

    • Fears:

    Fear is one of the basic feelings not only humans face but also all living beings in the world can feel. It is a disturbing feeling and one does not want to do a particular activity in order to avoid the negative results. eg: having fear of snakes, if incase it may bite and harm you.

    • Beliefs:

    It is a human mentality on how to trust or believe in any person or activity. they expect and have faith in an action to cause in the future. e.g., belief in God to have a better future.

    • Behaviors:

    Behaviors are similar to habits, but they can be genetically determined too. Every living being has a certain default behavior. In every activity, each person tends to have their own unique style of doing the activity. This can be called "behavior". e.g., greeting others, self-disciple comes under behaviors.

    • Hobbies:

    Every activity customers like to do when they want to be relaxed. activities that people do in order to pass their time. e.g., reading books, hearing songs.

    • Motivations:

    People have goals and they want them so badly that they start their activities. This can be called self-discipline. But what made them do it? Their mentality, any past trauma, or their future vision, is possibly the motivation. Also, some tend to follow others for motivation, like listening to motivational songs or talking with mentors for support.

    • Interests:

    Interest and hobbies can be similar in that people's hobbies are more like activities that are done by the person. In particular, the person may want to do certain things and will also admire the things done by others. e.g., interest in sports, inventions, and discoveries.

    • Personality Characteristics:

    Humans get to grow this personality out of their genetics or through engagement with other personalities. It is how they behave with other living creatures. e.g., kindness, fury.

    • Lifestyle choices:

    People tend to follow a significant way of life. Sometimes money influences people's lifestyles. but still, it is up to someone's choice on what they do and how they live. Choosing to be oneself is also a lifestyle. e.g., Productivity is also a lifestyle.

    • Goals:

    Every human tends to follow a definite aim in their life where humans image themselves, and how they wanted them to be in the future. e.g., achieving success, becoming rich, and so on.

    • Morals:

    People have morals, which is how one thing may lead to another, and they do not want to. And so they start following certain morals in order to not fall into difficulty or anything bad. For example, morals can be followed by honesty and loyalty.

    How to collect psychographic data?

    Collect psychographic data

    1. Website analytics

    Website analytics is the most efficient way to collect psychographic data from your clients. This way, you don't have to disturb or annoy your clients.

    You get data with their activities and cookies, which you can use for marketing.

    There are so many website analytics tools like ReplayBird.

    ReplayBird provides you with website analytics, insights, and a session replay of how your website visitors interact with your website.

    Of course, you may not get all the clear psychographic data on any particular client, but you may receive data on

    • Where your visitors are from?
    • What do they exactly want?
    • From which page do they find your website?
    • Lead's interaction.

    2. Interviewing

    Interviewing your own clients on their psychographic data can help you to know how most of the customers are going to be and their mentality.

    With a bundle of questions on their likes, dislikes, and daily activities, you can easily uncover their psychographic data.

    This interviewing can be done to a particular group of people as they are going to similar with several answers.

    This may help you target a group of leads.

    3. Surveys

    Surveys are easier than interviews. While they are time-saving, clients do not want to answer with their own words, which may annoy them. Just collect a bunch of questions and create a questionnaire.

    There are many other tools that help to create surveys, like Google Forms.

    Your questionnaires may contain options for your clients to answer easily and efficiently.

    Surveys are better way to collect psychographic data from introverts who avoid direct interaction with people.

    4. Significant groups

    People are the recourse. Groups of people mingle with each other with similar interests and are like-minded.

    Psychographic data is easier to collect from groups when they are all going to respond the same.

    Now, as they are all like-minded, there is a chance that they can all be your leads.

    Eg: You are selling merch for a specific movie for instance let it be a marvel. Your target now is Marvel fans who would be interested in buying your merchandise.

    There are social media platforms to create public groups and hashtags for groups of communities to interact.


    Psychographics data are one of the finest data for marketers to achieve their sales goals and boost market revenue. You would have learned types, factors, and ways to collect psychographics data. Follow our ReplayBird blogs for more blogs like this.

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