The "enriched" Audience Profiles
Personas are nothing more than just enriched audience profiles. While audience profiles are built through filtering demographic information, which includes gender, age, income and martial status - the empirical facts of any living human being, Personas are curated based on psychographic variables, consistent among consumers with similar needs, aspirations, concerns and goals.
In simpler terms, demographic audience profiles identify who your prospects are, while psychographic Personas explain why and how prospects will engage with your product and services. It is imperative for marketeers to first understand the demographic and psychographic attributes of its consumers before rushing campaign setups and creative development.
What is Psychographics
Psychographics is a qualitative methodology used to infer personality traits and psychological attributes of a person. It is commonly applied in describing consumer values, opinions, attitudes, interests and lifestyles. When used in advertising, psychographics can help shape ad messages, schedule ad sequences, create ad content and select ad channels based unique Persona attributes.
Psychographic vs Demographics
Audience segmentation is a crucial consideration in marketing. Well tailored ad content and communication strategies for specific audience groups can convert prospects into customers more effectively.
Applying Maslow's needs theory and respective socio-psychological attributes, AdPersona creates 11 specific Personas to represent consumer audiences and matching them to products that fulfills
Similarly, psychographical analysis has been applied to the curation of AdPersona's consumer personas, identifying their needs, concerns, decision making considerations, interests and lifestyles.
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consumer market segmentation
product intended needs fulfilment
data collection from segmented groups
consolidating group needs & concerns
identifying decision making elements
aggregating similar needs & concerns
identifying key purchase motivator
defining omnichannel engagement
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