psykografisk

Psykografisk, or psychographic in English, refers to the classification of individuals or groups based on psychological attributes such as values, attitudes, interests, personality, and lifestyle. It is used in marketing, social research, and policy analysis to understand motivation and behavior beyond basic demographics like age or income.

Core dimensions of psykografisk include values and beliefs, attitudes toward products and issues, interests and activities, personality traits, and lifestyle patterns. Together, these factors aim to explain why people make certain choices and how they respond to messages, brands, and experiences. Psykografisk segmentation is often used alongside other data types to create actionable segments or personas.

Applications and frameworks commonly involve tailoring marketing strategies, product development, and communications to align with segment motivations. Frameworks such as VALS (Values and Life Styles), general lifestyle segmentation, and psychographic profiling are widely referenced. Psychometric measures, including personality inventories and attitudinal scales, may be used to quantify relevant traits.

Data collection and analysis typically rely on surveys, interviews, online questionnaires, and analysis of digital footprints, consumer behavior, and social media. Analytical methods include factor analysis, cluster analysis, and, increasingly, machine learning to identify coherent segments and develop personas for targeting and messaging.

Limitations and ethics are important considerations. Psykografisk data can be affected by self-report bias, cultural differences, and shifting personal identities. Privacy concerns and regulatory requirements demand careful handling, transparency, informed consent, and responsible use to avoid stereotyping or discriminatory practices.