The Crazy World of Psychographics

Updated: Mar 31

Have you ever heard of the saying, "You'll never hit the bulls-eye if you're aiming at too many targets?" Everyone is not your client. Who you are selling to are your audience's demographics, the reason they buy are the psychographics.

Let's Dive Deeper

The word psychographics is derived from Greek words psykhe and graphos. Together they mean, "history of an individual soul." When you are researching psychographics, you are digging deeper to understand your client on a personal level.

Meet Veronica. Veronica is a former insecure woman who loves to dance and found her confidence after attending a burlesque class with her sister. After a couple of years of attending classes, she became an instructor. Now, it's 4 years later and she has the idea to open her own erotic fitness dance studio. She knows the demographics she wants to target: women, ages 25-35 who live within a 10-mile radius of the studio and who had an income of more than $40,000.

That can't mean all women, right? Psychographics are more specific and tell more of your audience's personality and interests. Veronica wants to market to women who want to build confidence, get fit, and have fun. Her classes are a supportive environment for women of all shapes and sizes. The ideal client will be someone who is positive, resilient, and has a sense of humor. Maybe she used to like showing off her body before the kids, now she's insecure about her second stomach and is looking for a group of women that can support her on her way back to pre-mom body.

And just like that Veronica went from all women to a very specific woman.

You would never walk into a deli and ask for a sandwich. You would give specific instructions on how you'd like your sandwich made. A sprinkle of this, a dab of that. Cut it in half, thirds, or leave it whole. Get that specific about your audience.

Where to Get the Goods

There are plenty of methods you can use to gather this information. Here are 3 ways you can easily assess your target's interests, values and goals.

Ask Questions

Simply ask the audience you already have what their goals are. Veronica can ask the classes that she currently teaches questions like: Which class are you most passionate about? Do you like my teaching style? Do you feel comfortable in my class? Would you be interested in attending class four times a week instead of two?

These questions will allow Veronica to know which classes her clients prefer, which personalities are the best fit, how confident they are around a group, and how dedicated they would be to sign up for multiple classes. If you don't have in-person connections, use your email list to send a survey, post a poll in your stories on social media or even use your content analytics (likes, shares, comments) to judge where the interests lie.


Observation is a great way to find out what your client is interested in without being intrusive. This technique works if you are not a social butterfly or you feel uncomfortable asking outright what your customer wants. Your customer is more relaxed and will respond naturally when presented with a situation like leaving your store without making a purchase, what