The Basics of Psychographics for Marketing

From their gender to their geographic location, you probably know a lot about your customers. This demographic data helps inform your marketing strategy and paints a basic picture of your target audience. But there’s more to understanding your buyers.

What are your customers’ daily habits and hobbies? What kinds of values and opinions do they espouse? How do their behaviors influence their willingness to buy or recommend your products or services? The answers to these questions make up the psychographics of your customer base and knowing this information helps you understand your buyers at a deeper level.


Psychographic data provides information about consumer lifestyles, attitudes, interests, and opinions in order to help businesses develop fuller and more complete consumer profiles.

In order to find psychographic data, you need to use the basic demographic information you have about your buyers to figure out more about their lifestyle, behaviors, and spending habits. While demographics explain who your buyer is, psychographics explain why they buy. Gaining psychographic data will help you create an integrated marketing strategy.

How to Find Psychographic Data

From surveys to social media to focus groups, there are plenty of places to look for psychographic data.

Marketing Data

Rather than simply looking at the numbers, take a look at your marketing data from the perspective of “What?” What types of offers are downloaded the most? What styles of blog posts get the most attention and interaction? What times are emails opened most often? Approaching your marketing data with this mindset will give you psychographic data you’ve never seen before.

Sales and Customer Service Teams

Ask your sales and customer service representatives what they’re hearing from the customers themselves or even listen in on calls to get information straight from the buyers. Build fields into your CRM to store this information or collect this data through progressive profiling to export the data and look for trends.


Surveys are a great tool for discovering your customers’ psychographics, but you need a good sense of what you want to know about them beforehand. You should conduct some in-house data analysis first to provoke follow-up questions on the data you’ve analyzed.

Social Media

Instagram, Twitter, and Facebook profiles tend to be fountains of information about people’s interests and hobbies. If you know who your buyers are, simply turn to their social networks to see what you can find. Their profiles will give you insights into their likes and dislikes.

Focus Groups

The best way to gather psychographic data is to talk to your buyers directly. While you may not be able to bring all of your customers into your office for a face-to-face chat, you can certainly get on the phone or in a room with just a few customers that represent your target audience and learn more about their lifestyles and interests.

The xAmplifier Approach

This fall xAmplifier will be launching its Behavior Modelling module, which gathers and combines survey and psychographic data to create portraits of your customers and leads. These succinct yet insightful portraits deliver actionable data directly to salespersons on who, when, and how to approach a diverse range of customers for easy conversions on first time or repeat sales, upsells, cross-sells and more.

Going beyond the basic demographic data and understanding your customers’ psychographics will provide you with valuable data that can set your offerings apart from your competitors, help you create a deeper connection with your core customer base, and reveal new markets for growth.

If you’re interested in learning more about psychographics, behavior modelling, or xAmplifier, contact us today at or call 866.363.6434!

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