Demographics/ Psychographics

Demographics represents the study of how groups of people differ. In its most basic form, demographics is mostly quantitative in nature and refers to the grouping of people by: 

• Age
• Sex
• Race
• Income Level
• Occupation

Using demographics helps us understand, generally, the type of people who might be inclined to read what we write. Of course there’s no guarantee that people in similar demographic categories will think the same way… and so, for an understanding of this aspect of audience behavior we turn to psychographics. 

Psychographics represents the study of how people differ based on their attitudes, opinions, and behaviors. It’s more qualitatively-oriented. In a sense, psychographics is all about values – and why people place their confidence in some standards, but not in others. 

When I taught marketing, I encouraged students to look at consumers in terms of how people’s attitudes and opinions impacted their consumption of goods in the marketplace. 

• Outgoing optimists: People who are innovative, community oriented, not bothered by delicate health problems, and generally positive in their outlook.

• Conscientious vigilants: People who are not convenience oriented; very health- and germ-conscious, meticulous, and careful shoppers.

• Apathetic indifferents: These consumers tend to be irritable, lazy, not good groomers, not caring about family relationships. Their outlook is often negative.

• Self-indulgents: Relaxed and active consumers, these people tend to be extremely family-oriented and permissive.

• Contented cows: Generally relaxed and content, these consumers are concerned about the economy – but are not generally innovative or outgoing; not self-indulgent.

• Worriers: People who are concerned about germs and health; negative about grooming but self-indulgent with a low economy and high convenience orientation.

The bottom line? There is no “average consumer” because everyone is different. Still, we can make some broad, general assumptions about the best ways to reach audiences with written messages that they take to heart and then act on.

Our overall goal is to positively impact people’s attitudes – to get them to be encouraged about the ideas we offer, and the way those ideas would impact readers’ lives. 

From there, it’s a short step to motivating people to form positive opinions about the subjects we write about. Opinions represent groups of consistent and complementary attitudes. 

Opinions that develop over time become strongly-held – they turn into beliefs which allow audience members to take action in the form of behavior. 

In summary… 

Clearly, the messages that would be most effective in reaching the reading audience would be those that are: 

• Simple and direct
• Positive and optimistic
• ‘Including’ of people and ideas, rather than ‘excluding’
• Focus on the self-interest of the audience (how can we help the reader?)

Ó2003 Douglas J. Swanson, Ed.D, APR