Demographics are an old-fashioned method and is only used by people who don’t want to understand psychographics. Demographics is all about what do you look like on the national census form, whereas psychographics are about what do you believe? What do you want? What do you dream about? I think that if I know that you drive a cabriolet, this far more informative for me than knowing that you are 45 years old and a woman. We need to find the choices people are already choosing to make and then help them make their dreams come true.
Patterns of behaviour
Demographics are the statistical data of a population, e.g. age, income, education, ethnicity, gender, employment status, etc. I think that this is old school, and it can be seen as a very useful insight into the culture of the people or a certain population that exists in a certain region. Back in the “pre-internet” days you could buy all this information from a mail order company to create marketing strategy as well as a marketing plan for your business. Psychographics focuses on collecting and analyzing the characteristics of an audience that are slightly more intangible, for example, values, habits, attitudes, interests, emotions, personality, lifestyle, opinions and preferences.
When data collection is being done properly, people are happy to have it done, for example, Netflix, Spotify and YouTube recommendations. This is because it is being done for them, not to them. With Facebook algorithms and Google analytics we can say: “This is for people who like that and this is for people who believe this.” It doesn’t matter about your skin colour or income, it’s all about what is your inner narrative. In every postal area there are people from almost every psycho-graphical perception and what we have to do as a brand marketer is say: “This is for you and it’s not for you.” Contact me via e-mail for an evaluation of your brand marketing strategy.