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Psychographic Marketing Research

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Tags: | Lifestyle Research / Clustering | Psychographic Research | Segmentation Studies

 

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Research shows the power of telling a good story when creating advertising aimed at kids
Marketing to kids requires the ability to harness the power of pictures, the author argues. Teaching adult marketers how to look at a brand and view a commercial as a child does is the most valuable contribution researchers can make to the creative development process.
Using the Hallmark moment to illuminate the significance of the grandparent-grandchild relationship
Marketing to a mature audience in the 21st century requires a unique understanding of how to pull at grandparents' heartstrings. The key to success with grandparents is creating modern Hallmark moments that illuminate the significance of the grandparent-grandchild relationship - and realizing that today's grandparents aren't your typical old folks.
Overcome these common hazards to seize their potential
This article explains to how effectively execute a mixed-method market research project and avoid having the many facets end up as little more than disparate parts of an incomplete whole.
You can learn some interesting things when you force consumers to stop using - or make them use too much of - a product
Deprivation research, in which a consumer’s favorite product is withheld from them, is a useful market research tool but is more powerful when inundation research is run in tandem. Forcing product usage on a group of consumers can uncover equally compelling findings, the author argues.
By the Numbers: How to improve your segmentations with max-diff
The author uses a checking-account example to show how maximum difference scaling, or max-diff, can deliver finely-tuned segmentations without subjecting respondents to an onerous number of comparison questions.

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Related Articles

There are 21 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Segmentation success
A process-based approach to segmentation, as outlined in this article, begins with client needs and ends with an actionable, objectives-focused set of segments.
Segmentation models and the overfitting problem
Predictive segmentation modeling techniques vary in regard to the size of the sample needed to achieve a given level of reliability. This article discusses model building that captures innate systematic processes rather than discrete, temporal events, or those that are sample-specific or peculiar to a given sample.
Trade Talk: Survey segments U.S. Hispanic market
This article details some results of a recent survey by Strategic Directions Group of the U.S. Hispanic market.
Dig under the big number
Companies must look beyond their longstanding metrics for measuring business success and instead focus on customer relationships, using share of wallet and other metrics to see how the hundreds of smaller numbers contribute to the overall sales numbers.
Data Use: Getting your money's worth with virtual targeting
Virtual targeting uses a blend of statistical techniques that identify the distinguishing characteristics of the target group and then build a linear equation that can be applied to records of the group to achieve a sortable, analyzable score. The article focuses on the example of a political candidate hunting for possible voters.

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Related Glossary Terms

Psychographic research
Research that attempts to explain behavior by analyzing people's personality traits and values. Often associated with lifestyle research.

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Related Discussion Topics

Psychograhic Research Vendors
09/18/2007 by Dan Quirk
Addictive Behavior/ Behavioral Research - Seeking a Vendor
09/18/2007 by Marianne Faucher

Related Events

MRIA ANNUAL CONFERENCE
May 30-June 2, 2010
The MRIA will hold its annual conference, themed on May 30-June 2 in Toronto.
SHOPPER INSIGHTS IN ACTION
July 12-16, 2010
IIR will hold a conference, themed 'Shopper Insights in Action,' on July 12-17 at the Hilton and Towers in Chicago.

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