Combining the Power of Demographics with Psychographics

Understanding what motivates people creates powerful marketing campaigns

By David Bland

The start of this new decade presents a fresh opportunity to reconsider the value of demographic-based business modeling, and point out the worth of including the less tangible, but potentially more powerful, psychographic metrics. Demographics relate facts such as age, gender, employment status, annual income and family size. Psychographics, on the other hand, reveal more complex data points such as attitudes, interests, lifestyle choices and values.