Noteshells22 - Psychographics and Geodemography 1 Outline...

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1 1 Psychographics and Geodemography 2 Outline Psychographics Defined Uses VALS Geodemography Defined Uses PRIZM 3 Psychographics Issue: How can we combine what we know about personality, motives, and values to make predictions? Psychographics is a technique: Separate people into lifestyle clusters. People within a cluster consume similar products and activities for similar reasons . Goal: Understand why they consume what they do, so you can predict and influence what they’ll consume in the future.
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2 4 How is Psychographics Different…? Unlike measures of personality, values, and motivations, psychographic measures: Often include actual behaviors. Often measure specific consumption orientations. Members of a given psychographic segment may: Be characterized by several personality traits. Share several motivations. Share several values. (But may still differ quite a bit from each other, too!) 5 How is Psychographics Different…? More useful than only having traditional demographic measures. Helps you move beyond “who” to “why.” 6 Basic Psychographic Measures Include: Activities Interests Opinions (Demographics) Find people who resemble each other on these dimensions.
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3 7 Use 1: Lifestyle Profile Measure AIO on a variety of topics, measure consumption of a particular product or activity. How do the users differ from the non-users? Helps you find out who your market really is. Useful for targeting your appeals. 8 Lifestyle Profile Example (Lastovicka et al.) Question: How can we stop drunk driving? First, find out who drinks and drives. Telephone survey of 703 18-24 year-old men. Asked: AIO items. How often they drove after drinking. Four groups emerged. 9 Lifestyle Profile Example (Lastovicka et al.) Four Groups: Good Timers Well-Adjusteds Nerds Problem Kids “Good Timers” and “Problem Kids” most likely to drink and drive.
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4 10 Lifestyle Profile Example (Lastovicka et al.) Belief Differences
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This note was uploaded on 06/05/2011 for the course MAR 3503 taught by Professor Cohen during the Fall '08 term at University of Florida.

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Noteshells22 - Psychographics and Geodemography 1 Outline...

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