Psychographic Marketing Research

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.

Activating segmentation through storytelling

BP turned to data visualization to help increase the internal uptake and awareness of the results of a global C-store segmentation.

Mining social media to boost segmentation

This article describes how researchers can employ an algorithm to unsolicited customer-generated content from social media to gather the opinions of their users to improve products and target messaging.

The fine points of feelings: Why discrete emotions matter and how to reveal them

Much emotional assessment in consumer research focuses on emotionality in general as opposed to specific emotions and feelings. Distinguishing and marketing toward the specific nature of positive or negative feelings that drive buying decisions can improve executions. This article provides evidence that makes this point and offers suggestions for revealing the specific emotional profiles of products and services.

Is emotional response the important missing variable in customer experience measurement?

The authors offer a way to measure the impact of emotions, using a car-rental example to show the benefits of asking customers how they feel about seemingly emotion-free transactions.

What physician research can teach us about prioritizing people, not products

The authors outline how segmenting doctors to understand their emotional drivers can help put the focus on the human side of the health care process and less on brand names and marketing.

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Related Articles

There are 79 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Is emotional response the important missing variable in customer experience measurement?

The authors offer a way to measure the impact of emotions, using a car-rental example to show the benefits of asking customers how they feel about seemingly emotion-free transactions.

Trade Talk: Information, please

This month column reviews Capturing Customers, a primer on the strategic use of consumer information sources.

A revised paradigm for Hispanic acculturation

To effectively understand Hispanic consumers, you must go beyond language and incorporate a range of cultural influences, the authors argue.

Marketing research within the financial services sector

To keep pace with market and societal shifts and changes, the financial services industry has had to use a variety of marketing research approaches, including emotional measurement and social media, to understand consumers’ relationship with their money.

In Case You Missed It... August 2011

News and notes on marketing and research: Americans working more; women hide purchases; digital screen personalities

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Specialties

• Lifestyle Research/Clustering
• Psychographic Research
• Segmentation Studies

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