Psychographic Data

Psychographic data is information about a consumer's likes, dislikes, attitude, personality traits, and sentiment. This helps businesses and companies spot trends which enable them to target consumers. Datarade helps you find the best psychographic databases and datasets. Learn more →
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The BIGDBM Consumer Database is comprised of over 80 sources and includes over 400 different data points for each individual in a household with complete PII...
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The study of small-scale markets is becoming increasingly important for many sales and planning operations. Socio Streets Germany offers valuable assistance...
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Lifesight is a data & analytics company specializing in customer intelligence. We collect, enrich and distribute high quality online and offline consumer beh...
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Mobilewalla provides device-ID based consumer segments for targeting mobile in-app audiences on Android and iOS. Mobilewalla’s audience segments are created ...
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Gimbal is a data provider offering Brand Affinity Data, Consumer Behavior Data, Consumer Lifestyle Data, Demographic Data, and 4 others. They are headquarter...
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The Ultimate Guide to Psychographic Data 2021

Learn about psychographic data analytics, sources, and collection.

What is Psychographic Data?

Psychographic data is data that is collected about a consumer who is purchasing items, or may purchase items in future. This information can include the buyer persona’s personality traits, buying history or trends, what interests or motivates them, and how they behave or interact with brands and products.

How is Psychographic Data collected?

This information is collected by asking a series of questions to these individuals to learn more about their buying behaviors, as well as who they are. Additionally, APIs and search histories can also provide more insight into the person and their background.

What are examples of psychographic data?

In a bid to create a complete actionable buyer persona, there are various psychographic characteristics that help marketers broaden categories of potential customers by segmenting people people according to their interests, attitudes and beliefs. Examples of psychographic data include:
• Personality
• Lifestyle - a person’s daily routine and where they spend their time.
• Interests - hobbies and other activities that a person is involved in.
• Political opinions, attitudes, and beliefs.

What are the attributes of Psychographic Data?

The data attributes that you can expect to find with psychographic datasets have lots of crossover with demographic data points about the consumer in question. You will learn the gender, age, location, basic purchasing process, values, attitudes, interests, and their views on the world and how they make decisions.

What’s the difference between Psychographic and Demographic Data?

While demographic information establishes its focus on external physical characteristics such as age, ethnicity, gender and location of targeted, existing and previous consumers, psychographic information focuses more on the deeply inherent psychological characteristics of people that may include motivations, beliefs, priorities and lifestyle choices. As an established field, psychographic data’s greatest strength is founded on the fact that people are motivated by greatly differing values, personalities, lifestyles or attitudes. In contrast, demographic data contains more generic information -which can at times be misleading, for example if it’s wrongly considered as a common trait amongst a group of different people. Nevertheless, the best consumer data analytics combine the core facets of psychographic information and demographic data to build the most comprehensive profile of individuals and groups.

What is Psychographic Data used for?

Companies and businesses use psychographic information and data in order to create the best buying experience for their customers. Not only that, but it helps them target their specific audience with the psychographic data intelligence that is purchased. This can, in turn, help the business or company grow much larger as they know their customers in more detail and generate revenue from highly-targeted campaigns and outreach.

How is Psychographic Data used in marketing?

Psychographic data is a branch of psychological analysis that marketers have recently learnt to leverage in their marketing campaigns. Psychographics entails the study of people’s attitudes and interests, which is usually studied together with demographic data analysis that helps marketers establish more complete profiles of their target markets. Psychographic data analysis gives marketers the opportunity to develop more meaningful and insightful comprehension of their customers - which is more important now than ever, as today’s consumers respond best to tailored campaigns and products which truly match their attitudes and interests.

How is Psychographic Data used for segmentation?

Historical and real-time psychographic data can be used in segmentation to help cluster together target, existing and previous customers by means of their common personalities, beliefs, values, attitudes, interests, and lifestyles. Evaluating psychographic makeup and compiling them together via segmentation allows marketers to build ‘lookalike’ audiences. Psychographic data can be used to segment target markets by means of the following key approaches:

• Empirical market research and web scraping to help establish patterns and groupings.
• Using analytics tools provided by psychographic data vendors via data marketplaces.
• Marketing-driven artificial intelligence tools to assist in predictive analysis and detailed learning about psychographic segments.

What’s the definition of Psychographic lifestyle?

Psychographic lifestyle is defined as the customer’s daily behavioral activities that are established as routines. Psychographic lifestyle patterns can describe how a person starts their day, their daily routine activities, what they do during their free time, and what really drives and inspires them. Deeper understanding of psychographic lifestyle data helps marketers to formulate curated messages which closely resonate with people’s lives, hence helping establish a closer identity with the brand. When purchasing psychographic data from commercial datasets, psychographic lifestyle is what marketers tend to focus on more because it acts a baseline for analysis of consumer behavior in marketing.

Can I gather Psychographic Data by ZIP code?

Yes, it is possible to gather psychographic data by ZIP code. While a ZIP code may not reveal much about deeper interests and aspirations, which are some of the characteristics which drive people to shop at a given store and make specific purchases, ZIP information can be used to segment people who live in the same geographic location. ZIP codes are often used to segment demographic information, and so they can also be used expand the scope of a psychographic profile from merely one person’s demography, to building an audience of people in a given area according to what they’re passionate about and what they believe in.

What are Psychographic Data maps?

Psychographic data maps are part of many commercial datasets that marketers buy. Psychographic data maps are basically humanized versions of psychographic data which give geographical context to marketers’ audience segments. Data vendors build psychographic data maps as a means of data visualization. These data maps are analytics tools that can be applied in machine learning and artificial intelligence. They’re available on data marketplaces where marketers can shop for psychographic data maps which match their specific campaigns and audience.

How can a user assess the quality of Psychographic Data?

The quality assessment of this data depends on the psychographic data analytics that were used to gather it. Determining where the information came from, but also how it can be used is ideal to find out the quality. Knowing more about those individuals who are inputting the information, or specifically where the information is being pulled from ensures that you’re obtaining the most accurate information from your psychographic data provider.

Who are the best Psychographic Data providers?

Finding the right Psychographic Data provider for you really depends on your unique use case and data requirements, including budget and geographical coverage. Popular Psychographic Data providers that you might want to buy Psychographic Data from are Lifesight, Mobilewalla, Gimbal, travel audience, and Ranker.

Where can I buy Psychographic Data?

Data providers and vendors listed on Datarade sell Psychographic Data products and samples. Popular Psychographic Data products and datasets available on our platform are MDR User Profile Demographic & Psychographic Data (USA) - Virtual World Computing by Virtual World Computing, BIGDBM Consumer, Demographic & Interest Database for USA by BIGDBM, and DDS Socio Streets | Sociodemographics Data Germany on Street Segments by DDS Digital Data Services.

How can I get Psychographic Data?

You can get Psychographic Data via a range of delivery methods - the right one for you depends on your use case. For example, historical Psychographic Data is usually available to download in bulk and delivered using an S3 bucket. On the other hand, if your use case is time-critical, you can buy real-time Psychographic Data APIs, feeds and streams to download the most up-to-date intelligence.

What are similar data types to Psychographic Data?

Psychographic Data is similar to Demographic Data, Audience Data, Social Media Data, Consumer Credit Rating Data, and Marketing Data. These data categories are commonly used for Advertising and Psychographic Data analytics.

What are the most common use cases for Psychographic Data?

The top use cases for Psychographic Data are Advertising, Audience Targeting, and Audience Segmentation.