CAP 115: Research Basics for Advertising and PR: Target Audience Analysis
Demographics, Psychographics, Market Segmentation
Demographics: statistical data for a group of people, often defined by age or generation, education, gender, health, occupation & income, race, living situation, and often used to identify target audiences.
Psychographics: relates consumer lifestyles (attitudes, beliefs, loyalty, preference, public opinion) to behavior (activities, spending habits or expenditures, usage) by analyzing demographics.
Market segmentation: how you connect demographics and psychographics to create a strategy for identifying, defining, & dividing target market into sets or segments of consumers, businesses, or geographic areas with common interests, needs, & priorities for your clients. Provides data to support the marketing plan objectives (e.g., databases below and Who's Buying series, American Generations series, American Consumer series, and other New Strategist series). WARC has useful definitions of segmenting or segmentation along with best practices. WARC states (2017) that behavior and consumer privacy + data security are far more important than age or class in segmentation.
What is, why use, and how to create consumer profiles, created by Curtis Newbold, the Visual Communication Guy, 2018