Psychographic Marketing Research

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Tags: | Lifestyle Research / Clustering | Psychographic Research | Segmentation Studies

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Let’s be prudent in our use of neuroscience for marketing and advertising research: While the ability to examine consumers’ brain waves to test their reactions to products, services or advertising shows promise, the author argues that care should be taken in the use of neuromarketing research techniques.
What Casablanca can teach us about conducting more effective ad research: By analyzing the emotional beats of a pivotal scene from Casablanca, the author explores how a similar approach to ad testing can help researchers improve their relationships with advertising creatives.
Research shows the power of telling a good story when creating advertising aimed at kids: Marketing to kids requires the ability to harness the power of pictures, the author argues. Teaching adult marketers how to look at a brand and view a commercial as a child does is the most valuable contribution researchers can make to the creative development process.
Using the Hallmark moment to illuminate the significance of the grandparent-grandchild relationship: Marketing to a mature audience in the 21st century requires a unique understanding of how to pull at grandparents' heartstrings. The key to success with grandparents is creating modern Hallmark moments that illuminate the significance of the grandparent-grandchild relationship - and realizing that today's grandparents aren't your typical old folks.
Overcome these common hazards to seize their potential: This article explains to how effectively execute a mixed-method market research project and avoid having the many facets end up as little more than disparate parts of an incomplete whole.

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There are 21 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Dig under the big number: Companies must look beyond their longstanding metrics for measuring business success and instead focus on customer relationships, using share of wallet and other metrics to see how the hundreds of smaller numbers contribute to the overall sales numbers.
Determining your share: The authors feel (and provide supporting evidence) that the relationship between share-of-wallet and satisfaction is non-linear and argue for managers to undertake satisfaction efforts that work in concert with share-of-wallet-enhancing efforts.
With Boomers, the time is now: Profiles Boomers as consumers and offers four ways to segment this large and powerful group.
Segmentation models and the overfitting problem: Predictive segmentation modeling techniques vary in regard to the size of the sample needed to achieve a given level of reliability. This article discusses model building that captures innate systematic processes rather than discrete, temporal events, or those that are sample-specific or peculiar to a given sample.
Why marketers fail to understand the mature market: For at least a decade, marketers have been told about the mature market’s affluence and size, yet this market is virtually ignored. This article discusses marketers’ failure to understand the mature market.

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Related Glossary Terms

Psychographic research: Research that attempts to explain behavior by analyzing people's personality traits and values. Often associated with lifestyle research.

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