Consumer Psychographics Analysis

Marketing is about understanding your consumers and but limiting your target segment into demographics and segmenting them on the basis of Age, Gender, Location etc are a thing of the past. What goes beyond demographics is psychographics which provides insights into consumer interests and behaviour and fine-tuning your brand communication accordingly is something that every brand understands only after millions are spent and years are wasted without paying any heed to it.


Before diving deep into the psychographics and studying your target segment, there are certain elements that are key to studying the target market. You should be asking yourself questions like:


What is motivating your customers to engage with you?

What is the age-range of people who want your service/product?

Which gender would be the most interested in your service/ product?
Is this a service/product they need or is it a luxury item?

What do your customers value most?

Where are your clients/customers located?


Once there is enough data to support the demographics and their respective shares, there are key traits specific to traits targeted.


Masculine: If majority of your target audience has masculine traits, then they;

  1. Need more control over the website experience.
  2. Are Actively Experiencing the entire website.
  3. Tend to Gamify the experience.

Feminine: If majority of your target audience has feminine traits, then they need;

  1. A Collaborative experience on the website for tasks.
  2. An uncluttered website.

P.S. the above are traits and not the gender targeted. You could be targeting females with masculine characters and vice versa.

Apart from the above differences, there could be other traits which are to be considered before designing your website. Eg: Men are likely to share their phone number and addresses with companies on social platforms, women are more likely to read the site’s privacy policies and change their settings accordingly.

Apart from gender-specific behavioural differences, age level behavioural differences should also be considered. Some of the most obvious is to have bright colours if your websites cater to the young audience (adolescents and preadolescents) to attract the attention of the users.

While studying the personality of the customer, the Big Five theory is most used psychometric test to study the psychographics. These traits are : openness, conscientiousness, extraversion, agreeableness and emotional stability.

The following are the characteristics associated with each of the above traits.

High Openness:

  1. Creative
  2. Artistic
  3. Intellectual
  4. Liberal
  5. Adventurous

Low Openness:

  1. Realistic
  2. Straightforward
  3. Practical
  4. Rational
  5. Conservative

High Conscientiousness:

  1. Ambitious
  2. Considered
  3. Organised
  4. Diligent
  5. Cautious

Low Openness:

  1. Content
  2. Bold
  3. Carefree
  4. Easy-Going
  5. Spontaneous

High Extraversion:

  1. Sociable
  2. Thrill Seeking
  3. Energetic
  4. Assertive
  5. Cheerful

Low Extraversion:

  1. Team-Oriented
  2. Reserved
  3. Relaxed
  4. Serious
  5. Solitary

High Agreeableness:

  1. Altu ristic
  2. Modest
  3. Sincere
  4. Considerable
  5. Trusting

Low Agreeableness:

  1. Autonomous
  2. Devious
  3. Indifferent
  4. Sceptical
  5. Uncompromising

High Emotional Stability:

  1. Laid Back
  2. Calm
  3. Contented
  4. Controlled
  5. Resilient

Low Emotional Stability:

  1. Anxious
  2. Pensive
  3. Impulsive
  4. Self-Conscious
  5. Yielding

If you wish to take the test or roll out a survey to study your target audience, head to the following link


Apart from the Big 5 personality test, another common technique used to classify consumers is by using a limbic map. The map was developed by Dr. Hans-Georg and it looks like;

limbic map DMA

While the map is pretty comprehensive, it lays down all common traits and groups them into macro traits which helps us understand the Target Audience. The best way is to go through all possible traits and accept/reject traits one by one. As we go on completing the map, one could easily see the traits under which your target audience falls. The traits in color will act as a guide in understanding the consumer behaviour and the Brand Guidelines shall follow suit.

While there are other psychometric and personality tests which could be useful for understanding your consumers, the efficacy of such a research depends on the implementation and the assumptions which are used as a basis to study the audience. Understanding human behaviour could be tough individually but on a macro level, you could easily see commonalities emerging once you dive deep into this science.

So if at all you have thought of performing such a research to study your consumers, I would conclude that “You could be far from completing understanding your consumers but you are definitely ahead of a lot of marketers”.