Criteria for segmenting consumers by lifestyle, attitudes, beliefs, values, personality, buying motives, and/or extent of product usage. Psychographic analyses are used like geographic (place of residence, or work) and demographic (age, income, occupation) criteria to describe and identify customers and prospective customers and to aid in developing promotion strategies designed to appeal to specific psychographic segments of the market for a product. For example, the market for soap may consist of various psychographic segments described by their primary purchase motives (beauty, health, grooming), usage styles (daily, weekly, salon-only), or lifestyle (frequent travelers, parents).
The psychographic characteristics of the market affect advertising copy, packaging (travel size, child-proof, decorator pump), and channels of distribution (supermarkets, pharmacies, specialty stores, internet).
Psychographic data can be gathered firsthand through personal interviews, focus group interviews or questionnaires, or purchased from research companies in the form of list overlays for direct marketers or market profiles for general marketers.
OBSERVATION: Establishing limits, and quantifying social strata are tools utilized by advertisers working to expand markets. Through the careful collection of personal data, this information can be extrapolated into expected cause and effect, or decision making strategies of consumers as potential customers for products and services.
In the grand scale, marketers, such as Edward Bernays applied psychographics combined with advanced psychological theories regarding control of social masses to expand marketing potentials. In contemplating these ideas, we can clearly see the complexity of modern society in terms of individual purpose, decision making, and the desire for businesses to collect data regarding these behaviors. Consumers, for the most part, are probably unaware of the means employed in extracting personal psychological profiles (extrapolated as larger scale demographics) utilized in creating advertising, marketing, public relations, and other social-political strategies.