You're listening to the Corbett Report. Welcome back to the Corporate Report Podcast. I'm your

host, as always, James Corbett of Corporate Report.com, podcasting to you from the sunny

climbs of Western Japan here on the 30th day of June 2017.

Welcome to episode 319 of the Corporate Report Podcast Psychographics, 101.

And I imagine I know what many of you are thinking right now.

Psychographics, what is that?

It sounds like some out-of-touch 90s era marketing execs idea for a catchphrase for the

latest the 64 bit video game console or something but no psychographics is not related to that but if you are thinking in the line of

marketing or advertising you are in the right ballpark at least because we've all

heard of demographics. Well, psychographics is kind of like

that except much, much creepier. You've probably heard of demographics before.

Demographics include information about how old people are, their gender, where they live, their level of education and what industry they work in.

If you know this information, you can market differently to various segments of your customers

or potential buyers. But what conclusions can you really draw from demographics?

Imagine you sell candles. These two people bought the same candle.

One of them is a 25 year old woman.

The other is also a woman but 65 years old.

One lives in the Arizona Desert. the other lives in Coastal California.

There isn't really a good way to market differently to these two people. We may try

to make assumptions but we don't really know why either of them are interested in

candles.

That's where Psychographic Segmentation comes in.

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