It’s Time to Include Psychographics in Your Youth Research

1. 020 3195 5250 hello@thisisselfhood.com

2. 020 3195 5250 hello@thisisselfhood.com Picture this: You’ve done your youth research and ticked all the boxes when it comes to your youth marketing strategy. You’re using the right keywords, promoting on social media, and targeting specific customer personas with your content. However, if none of this is yielding results, it might be time for a different approach. Today, we’d like to introduce you to the concept of psychographics. Then, we’ll take a look at what they are, why you should be using them, and how they can take your youth research to the next level for your business. What's Psychographics? Unlike demographics, which focus on an individual’s general identity and location, psychographics considers a customer's psychological and cognitive attributes. This includes their beliefs, values and goals. As a result, psychographics and demographics are used side by side to help marketers understand consumers' buying habits.

3. 020 3195 5250 hello@thisisselfhood.com Nowadays, brand value means a lot. 55% of Gen Z chooses eco-friendly and socially responsible brands. 31% become loyal to brands that support causes they agree with, and 39% engages with brands that match their style. To meet that criterion for teenagers and young adults, brands must understand what their target audience profoundly cares about and what values they align with. How to Use Psychographics Let’s lead with an example. Say your brand is selling a diet program, but you found that your audience finds it difficult to engage with a healthier lifestyle. Psychographics might allow you to understand that your customers have tried similar programs before and found that they didn’t work. The issue isn’t that they aren’t willing to spend money on your product. Instead, they need solid proof that your product can do what it sets out to do. Knowing this, you can invest in testimonials and reviews that demonstrate your product’s value.

4. 020 3195 5250 hello@thisisselfhood.com Knowing both demographics and psychographics allows you to further segment your audience to create more targeted marketing campaigns. Comparing a Psychographic and Demographic Profile If you’re not sure what a psychographic profile might look like, take this comparison with a demographic profile as an example. A demographic profile might look like this:  Aged 20-25  Female  Single  At university A psychographic profile might detail:  Worried about student loans and living expenses  Concerned with diversity and social equality in a diverse campus environment

5. 020 3195 5250 hello@thisisselfhood.com  Careful in their spending habits due to low expendable income  Prioritise social experiences and make memories …etc. How to Find Psychographic Data Psychographic data can be more challenging to come by because web statistics alone can’t give you as much insight into your customers’ minds. Instead, it requires interviewing existing clients to identify the driving factors behind their purchasing decisions. You might also utilise focus groups and investigate web analytics to learn why a particular piece of content was successful. Market research companies like This is Selfhood can help you with this process and access a wide range of psychographic data. We work closely with a network of youths to facilitate the brand’s youth research and qualitative insight into their target audience. Visit our website today to learn more.

6. 020 3195 5250 hello@thisisselfhood.com Address:- Soho Works, 2, Television Centre, 101 Wood Lane, London, UK - W12 7FR Landline number:- 020 3195 5250 Email id:- hello@thisisselfhood.com Website:- https://www.thisisselfhood.com/ https://www.instagram.com/selfhoodcollective/