TARGET AUDIENCE ANALYSIS (UNDERSTANDING PSYCHO-GRAPHIC ANALYSIS)

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For many of the Communication Strategies that I have been privy to, I have observed that much premium is usually placed on categorizing audience into Primary and Secondary targets, at the expense of other important component of Target Audience analysis. I find this quite curious and misplaced. To me, categorizing of audiences into Primary and Secondary should be informed by many factors notably among which are Demographic and Psycho-graphic Analysis.

While proper audience categorization is key for the success of any Communication or Marketing campaign, it is equally important and worth-noting that Target Audience analysis will be materially irrelevant to any Communication strategy if it is done without recourse to other key components of the Target Audience Analysis.

For the purposes of this piece, I intend to shed some light on one of these two key variables in Audience Target Analysis: Psycho-graphic Analysis.

PSYCHO-GRAPHIC ANALYSIS.

Mnemonically referred to as VALS-(Values and Lifestyle), Psycho-graphic analysis attempts to inquire into the consumer lifestyle, beliefs, values and attitudes. Questions such as: What motivates our existing or prospective consumers?  Where do they spend most of their time? Who influence them? What do they believe as most important? , many but to mention few, are critical in psycho-graphic analysis.

I want to submit that psycho-graphic analysis is very challenging form of the two and one that requires great efforts, time analytical thinking and discretion. From my Sociology and Anthropology classes, I was made to understand that human beings are unpredictable and difficult to measure as they usually adopt new beliefs and values  in order to adapt to different circumstance. 

This renders psycho-graphic analysis qualitative in nature, unlike demographic analysis where statistics can be obtained for the right decisions.(I am working on the differences and Similarities between Psycho-graphic and Demographic analysis which  I will share later).

Much as psycho-graphic variable  is   internal-Mental and Psychological-, it is usually influenced externally by an individual’s socialization, environment, exposures and experiences.

As communication strategists, we can take solace in the fact that people’s psycho-graphical  make  up  can be influenced  or  maintained, subject to how doing the former or later inures to our communication objectives. For instance, by creating more consumer engagement campaigns, a Communication Strategist can help maintain an individual’s positive disposition or attitude towards a brand. Brand loyalty which is engendered by consumer engagement campaigns will only be an attestation to the fact that consumers’ positive disposition towards that brand has been maintained or improved.

I hasten to emphasize that doing psycho-graphic analysis is daunting and the Communication strategists must bring high sense of discretion to bare. The fact that people can kill to defend their beliefs and values speaks of how protective people can guard their psycho-graphic make up. It is therefore incumbent on us as Communication Strategists to find ways of effectively delving into people’s psycho-graphic make up without hurting or courting their disdain.

When done well, Psycho-graphic analysis can be useful  for the following reason:

• ·         Building high brand loyalty.

• ·         Building high brand Preference and Essence.

• ·         Understanding consumer needs and expectations and meeting them cost effectively.

• ·         Building high brand equity.

• ·         For generating meaningful creative concepts that resonates with your target

It is in the light of the above observations that these recommendations becomes relevant to Communication Strategists seeking maximum impact.

Turf Research:

Don’t stay in an Air –condition and devise a Strategy for the Makola woman who is working at the mercy of the scorching sun. You will fail. Because people’s values, beliefs and perceptions and   are influenced by their conditions and circumstances, it will pay a great deal if the Communication Strategist gets into the environment or space of their targets.

Empathize with your target

As the Strategist it will pay a great deal to put yourself in the position of your target’s conditions and prevailing circumstances. Use this as a bench mark and yardstick for predicting their attitudes, beliefs and behavior.

Secondary Resources

This is what I refer to as mediated information. Fall on literature and other academic pieces that is relevant to your target. This can provide leads into gathering the appropriate information for the appropriate decision.

   

Pay Attention to the Socio-Cultural

Max Weber, one of the greatest sociologist, tells us that people are the product of their society. A clear understanding of the socio-cultural lives of your target will also be critical in devising strategies that motivate and dispose them favorably towards your cause.

PAY ATTENTION TO THE DEMOGRAPHIC DATA

Closely related to the above is the need to pay attention to the demographic characteristics of your target. This is because a strong correlation exist between one’s age, and their values, perceptions and beliefs.

 Samuel Osarfo Boateng

samuelcreasta@gmail.com