What Are Psychographics?

Psychographics

Psychographics are the mindsets and thinking processes of the demographics. There are many different segmentations in psychographics.

Mainstream:

The mainstream psychographic group is the largest of the seven. It represents a group of people who want to use what everyone else is and favour family brands that are value for money.

Aspirers:

This group is based on people who are materialistic. This group tends to be filled with younger people and people who have a job in sales.

Succeeders:

Succeeders are people who have big goals in life. They tend to think far ahead of others in what they hope to achieve. Their brand choices tend to be based off of quality and rewarding themselves.

Resigned:
They follow the rules and expect everyone else to do so. This segmentation usually is usually compiled of older people as this group bases their purchases off of familiarity.

Explorers:
Explorers are people who buy new products and hope to experience something different and individual. They expect to find a sense of adventure when trying new products.

Strugglers:
Strugglers want escape from the real world and tend to come from the D and E (lower) social classes. Members of this group usually buy things such as alcohol and lottery tickets

Reformers:
People from this group tend to come from higher education. They have independent judgement and are anti-materialistic. This group chooses products for their good quality.