Demographics and Psychographics

Question 1

demos meaning ______.
graphy meaning ________.

Answer 1

the people
writing about

Question 2

__________ are characteristics of population that have been categorized by distinct criteria.

Answer 2

Demographics

Question 3

2 Goals of Demographic Segmentation

Answer 3

Create Target Market Groups
Dynamic Segmentation

Question 4

Demographic Segmentation Examples

Answer 4

AGE
GENDER
RACE
RELIGION
EDUCATION
INCOME
FAMILY SIZE
GEOGRAPHIC LOC
NATIONALITY

Question 5

2 WAYS TO COLLECT DEMO DATA

Answer 5

PUBLIC RECORDS
PRIVATE SURVEYS

Question 6

5 FACTOR MODEL PERSONA TRAITS

Answer 6

OPENNESS
CONSCIENTIOUSNESS
EXTROVERSION
AGREEABLENESS

Question 7

HOW TO BUILD PSYCHOG SEGMENTS

Answer 7

1. Define the objective
2. Design research tools
3. Collect your data
4. Analyze your data
5. Name and profile your segment
6. Validate your segments
7. Iterate

Question 8

this trait reflects whether someone is open to new experiences or if they’re resistant to change

Answer 8

openness

Question 9

this trait indicates whether someone prefers structure, organization, and dependability, or is more spontaneous and less disciplined

Answer 9

conscientiousness

Question 9

this trait describes whether someone is outgoing, energetic, and sociable, or more reserved, reflective, and solitary

Answer 9

extroversion

Question 10

this trait shows whether someone prioritizes harmony, cooperation, and empathy, or is more competitive, critical, and less concerned with others’ feelings

Answer 10

agreeableness

Question 11

include hobbies, pastimes, media consumption habits, and what occupies someone’s time

Answer 11

Interests

Question 12

is the collection of someone’s day-to-day activities and includes things like their associations, where they live, and where they spend their time

Answer 12

Lifestyle