Psychographics
While demographics take into account factual information, psychographics are used to classify consumers according to their attitudes, beliefs, interests, lifestyle.
In this article from CB Insights, you can read about how certain brands and industries are using psychographics in their marketing.
Books
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Consumer Profiles (RLE Consumer Behaviour)
by
Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. This book, originally published in 1992, introduces the essential elements of psychographics. It shows how researchers go about defining consumer profiles and designing successful research programmes. It looks at the way they are applied in various consumer groups and uses case study material to focus on some specific products from cameras to pet food.
ISBN: 9781315736068Publication Date: 2014-12-05 -
Please note some of these books might be reference books; reference books are only available for use in the library. You can identify those by looking at the Copies tab in the record of each book – the Location section should say Sherman Library Reference and the Status section should say LIB USE ONLY.
Recommended websites
U.S. Bureau of Labor Statistics provides data on time use.
- The American Time Use Survey (ATUS) measures the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing.
ACSI
- American Customer Satisfaction Index is a uniform, national, cross-industry measure of satisfaction of U.S. household consumers with the quality of products and services offered by firms in 47 industries and 10 economic sectors.