Recruiter's Glossary

Examples: Eye Tracking • Survey Design • Cluster Analysis

Psychographics

Term from Market Research industry explained for recruiters

Psychographics is a way to understand how people think, feel, and make decisions when buying products or services. While demographics tell us facts like age and income, psychographics looks at people's attitudes, interests, and lifestyles. Marketing professionals use this information to create better advertising and products that connect with specific groups of customers. For example, instead of just knowing someone is 30 years old (demographics), psychographics tells us they care about environmental issues and prefer buying sustainable products. This approach is similar to creating detailed customer profiles or buyer personas, but focuses more on the psychological aspects of consumer behavior.

Examples in Resumes

Conducted Psychographics research to identify key customer segments for a retail brand

Led Psychographic analysis that improved marketing campaign effectiveness by 45%

Developed customer personas using Psychographics and demographics data for product positioning

Typical job title: "Market Research Analysts"

Also try searching for:

Consumer Insights Analyst Market Research Specialist Consumer Behavior Analyst Marketing Research Consultant Customer Experience Researcher Marketing Analyst Consumer Research Manager

Where to Find Market Research Analysts

Professional Associations

Online Communities

Job Resources

Example Interview Questions

Senior Level Questions

Q: How would you design a psychographic research study for a new product launch?

Expected Answer: A strong answer should cover planning the research methodology, choosing between qualitative and quantitative methods, selecting appropriate sample sizes, and explaining how to translate findings into actionable marketing strategies. Should mention multiple research techniques like surveys, interviews, and focus groups.

Q: How do you validate psychographic segments and ensure they're actionable for clients?

Expected Answer: Should discuss methods of testing segment validity, ways to measure segment size and value, and how to ensure findings can be practically applied to marketing strategies. Should mention importance of clear documentation and client communication.

Mid Level Questions

Q: What's the difference between demographic and psychographic segmentation?

Expected Answer: Should explain that demographics cover measurable facts (age, income, location) while psychographics focus on attitudes, values, and lifestyles. Should provide examples of how combining both creates better marketing strategies.

Q: How do you gather psychographic data and what tools do you use?

Expected Answer: Should mention various data collection methods like surveys, interviews, social media analysis, and consumer behavior tracking. Should discuss common research tools and software used in the industry.

Junior Level Questions

Q: What are some common psychographic characteristics you might study?

Expected Answer: Should list basic characteristics like interests, activities, opinions, values, and lifestyle choices. Should be able to give simple examples of how these relate to consumer behavior.

Q: How might a company use psychographic information in their marketing?

Expected Answer: Should explain basic applications like creating targeted advertising messages, developing product features, or choosing marketing channels based on customer preferences and behaviors.