What are Psychographics?
Psychographics are the qualitative attributes of an audience, focusing on their values, attitudes, interests, and lifestyles to understand their motivations and why they make certain choices.
Psychographics go beyond the “who” of demographics (age, income, location) to explore the “why” of human behaviour. This field of study classifies people according to their psychological characteristics—such as their personality, values, opinions, and hobbies. In marketing, this information is used to create a much richer, more nuanced picture of a target audience. Instead of seeing a group as “males, 35-50, living in Vancouver,” psychographics allows you to see them as “adventure-seeking urban professionals who value sustainability and prioritize experiences over material goods.”
This deeper understanding allows for the creation of marketing messages and products that resonate on an emotional level. By appealing to an audience’s core values and interests, brands can build stronger connections and foster greater loyalty than they could by targeting demographic data alone.
Think of it this way: Demographics tell you what’s on a person’s driver’s license—the basic, factual data. Psychographics tell you what’s on their weekend to-do list and what they dream about—the things that actually drive their decisions.
Why It Matters for You
As a leader of a Destination Marketing Organization (DMO), your job is to convince people that your destination is worth their precious time and money. Simply targeting people based on where they live is inefficient. Psychographics are your key to finding your ideal visitor. By understanding the motivations of potential tourists—are they seeking relaxation, family adventure, culinary exploration, or cultural immersion?—you can craft marketing campaigns that speak directly to their desires. This allows you to stop shouting into the void and start having a meaningful conversation with the people most likely to love what your region has to offer.
Example: Marketing a Wine Region
You’re developing a marketing campaign for your region, which is known for its wineries and scenic bike trails.
- Weak (Demographic Targeting): “We’re targeting couples aged 40-60 in the Greater Toronto Area with an income over $150,000.” This is a huge, generic group with wildly different interests.
- Strong (Psychographic Targeting): “We’re targeting the ‘Curious Explorer’ persona. These are individuals who value authentic local experiences, are active on weekends (hiking, biking), and see food and wine as a core part of their travel. Our campaign will feature stories of local winemakers and highlight ‘pedal-to-pint’ cycling routes that end at a beautiful vineyard.” This message resonates deeply with a specific mindset, making it far more effective.
Key Takeaways
- Psychographics focus on the “why” behind choices: values, interests, and lifestyles.
- They provide a deeper understanding of your audience than demographics alone.
- For DMOs, psychographics are key to understanding visitor motivations.
- Use psychographic insights to create marketing that connects with your ideal visitor on an emotional level.
Go Deeper
- Learn More: See how to use AI to find the story within your visitor data by reading about Data Storytelling.
- Related Term: Psychographic insights are a powerful form of Qualitative Data.