Psychographics are a form of market targeting, much like figuring out a core demographic or specific sociographics. It is used to break up people into similar groups so that a specific message can be sent out to that core group. To make it easier to identify each group of psychographics, specific personality types have been developed to help make the marketing process easier.
It is important to only market to one psychographic personality type at one time. Each group has different habits and preferences which must be respected by the marketing effort if it is going to be heard. Otherwise even the best value proposition is likely to be ignored. Here are the psychographic personality types to consider.
1. The Belongers.
This is the most common psychographic personality type in the United States. Belongers want to fit in with their family, their friends, and their community. They don’t feel like themselves unless they are with a group of people. This personality type tends to be fairly conservative, fairly religious, and fairly patriotic. They don’t like to feel isolated, place emphasis on loyalty, and don’t like to experience change.
2. The Achievers.
These are the people who like to climb the corporate ladder. You’ll find these folks thrive in an environment where they have to work at least 12 hours per day. They like seeing themselves as a lone wolf and prefer to take advantage of luxury items because it is seen as a “trophy” for a job well done. They also hate shopping, hate marketing, and anything else that is perceived as a waste of their time.
3. The Emulators.
These are the people who want to be an Achiever, but just don’t have it in them to put in that much work. They’ll just make it feel like they are highly successful instead. You’ll find them wearing knock-off products, wandering around where the Achievers like to go, trying to copy their idols. These folks often have low levels of self-esteem, are actively seeking out relationships, and don’t have a lot of money to spend because they’ve already spent it.
4. The Saviors.
These are the people who are socially conscious about the world around them. Jeff Goldblum in the move Independence Day played a character who was this psychographic personality type. They go out of their way to save the planet, help the homeless, and volunteer their time at schools. There is a generally positive outlook as to where the human race is going, but only if they can keep doing what they do. For them, money is about how it can work for them instead of what they can buy with it.
5. The Doomsdayers.
These folks are the antithesis of the Saviors. They see nothing but doom and destruction for the human race. They want to protect their families from the apocalypse, so they move toward rural areas, live lives that are socially conscious, and try to be as self-sufficient as possible. This personality type also has a strong opinion about almost anything, but stay away from government or corporations if you want to market to them.
6. The Integrators.
These folks are the rarest of the psychographic personality types. Only 1 or 2 out of 100 people fit into this category. They are essentially Achievers who strive to earn as much money as they can, but then they spend it on philanthropic efforts. Andrew Carnegie or Bill Gates would be examples of this personality type. So would Billy Graham, as his efforts at helping others are religiously motivated.
7. The Survivalists.
These are the people who are struggling to earn a living wage for some reason. It might be through their own choices or because they were brought up in a poverty-stricken environment. Their goal is get money to prove that they can earn it because everyone said they couldn’t achieve anything. They don’t plan purchases, but they don’t spend money haphazardly either. They want to break the cycle of poverty that has been around them their entire lives. They’re constantly afraid, which sometimes results in impulse buying, but ultimately all they want to do is live to see another day.
The psychographic personality types all have strengths that can be targeted from a marketing perspective. When their weaknesses are also considered, an appropriate message can be sent to each group that generates interest in a product, service, or brand. Consider these personality types the next time you begin a new marketing effort and that campaign might just be a little more successful.