Psychographics Works

As Many as Nine Groups to Address… but, likely only Four to Reach

Belonger & Believer: The largest group in most urban populations adds up to about 35%; for them, community, family and friends are what matter; each needs to belong to a group, something larger than themselves; they most often drive US-made pickup trucks, vans and sedans; they are often rabidly nationalistic; they abhor change; they count among their best times on earth those spending time hanging out with friends, family, having fun; they work hard; over 60% of this segment are somewhat or deeply religious; they respond to messages filled with references to family, friends, fun, and community; they respond to images of the US flag and US heroes; they respond to things that appear solid, that never appear to change; they buy from people - not from ideas, ideals, abstractions of any sort - and they respond particularly to people they know or think they know; they like loyalty and relationships; they remain faithful to their brands…

Belonger & Disbeliever: These folks, about 5-7% of many urban populations in our study, grasp a world engulfed in a vacuum of disbelief. They respond to logic and reason and rationales. They respond to much of what their Belonger & Believer segment responds to, but they are generally not superstitious, not prone to belief systems, not susceptible to revelations, magical moments; they want to be discerning only about what they can touch, smell, taste, see…

Achiever: This group is about 4-8% of most urban populations we studied. These serious, business persons want to become more, have more, accumulate more. They respond to images of power, physical wealth and tangible rewards; they respond to images of over-achievers, workaholics, tirelessly successful people; they respond to images of putting in long hours and working every day of the year; they respond to luxury cars, abodes, private and exclusive clubs and travel; they are individuals first and last; they respond to being treated apart from groups; they respond to being set apart on many levels; they respond to fleeing from mass sentiments, mass movements, mass responses; they respond to ‘seek and destroy’ shopping missions - getting ‘in’ and getting ‘out’ as quickly, painlessly as possible - they hate shopping, especially with others nearby; they respond to the top of the line products and services, the latest techne and innovations of many sorts; they respond to many prompts that let them believe if they buy it, they will set themselves apart, especially from their peers; they respond to the fact that they control over 85% of the nation’s wealth; they feel comfortable with images of banking, wealth management, investments, access to movers and shakers, high fliers and other image-conscious notables; they respond to a message that they want to hear that gets to the point in 5-12 seconds, and are likely to forget you and your message if you cannot deliver within their timeframe; they respond to imagery that highlights power, money, profit, speed…

Emulator: This segment is about 14-16% of many urban populations. This group wants to get to Achiever status, but is unlikely to succeed. This group wants to look or sound or otherwise appear to be an Achiever to garner affection, sexual contact, attention from peers. They respond to knock-offs, look-alike products , potables, eatables and ‘wearable’ that suggest they are accomplished, in-the-know, desirable; they respond to what they think they see as the image of stars from music, movies, sports and celebrity lists; they respond to what makes them appear popular to their peers; they often suffer what has come to be called ‘low self-esteem’ issues; they will spend what they can to appear to be like their idols; they are often in the under 30-year-old demographic; they are rarely financially stable; they respond to what makes them feel successful, adored, liked, accepted as appearing successful. They do not have an image of themselves that accepts who they are naturally, or even conventionally construed; they are who their peers think they are.

Socially Conscious & Engaged: This type makes up about 20-25% of many urban populations. This group eschews close ties with family, friends, community. This segment wants, above all, for the world to change for the betterment of all; they are ‘social justice’ conscious, environmentally aware, they use less than the average person, they buy less, they purchase responsible products and services. They respond to schooling and training, personal improvement, childhood instruction, continuing education, and many liberal arts subject matters. Further, they respond to appeals that identify people in need, especially people who need guidance, deliverance. They are often noted cynics when it comes to government solutions, business and multi-national solutions, social scientist’s solutions; they are, conversely, often hopeful when asked about the future of society. They respond to something that appear to be making a difference, that is likely transforming humankind, the environment, childhood experience; they respond to educated discourse, opportunities to look up and study matters for themselves, authentic and genuine requests for help and responses to fix things. They are wary of big business motives, big business associations with products and services, although they can be convinced to join a movement if they can see specifically where their contributions or work are going. They want proof that what they will be doing will make a difference for someone or for the environment.

Socially Conscious & Disengaged: This type makes up about 5-8% of many urban populations. This segment thinks seriously about the same issues that their Socially Conscious & Engaged brothers and sisters respond to, but this group has given up trying to save the world, the nation, the state - it has cloistered itself into a community or dedicated group of like-minded folks, a cult of personality and action. These folks respond to self-sufficiency, cutting themselves off from the rest of the world whenever possible, and offerings only from like-minded people. They are engaged in debating issues, especially issues that involve the hegemony of one group over another, disenfranchisement and conspiracies.

Balanced & Totally Integrated: This segment is about 1-2% of many urban populations. This group is part Achiever and part of both Socially Conscious groups. These are successful people who do not want to exploit the environment or laborers unfairly, who may want to return certain profits to a cause, who buy their raw materials from unconventional supply chains outside the usual vendor routes, people who often find ways to cooperate rather than compete directly in order to achieve a respectable market share. Some people in this group are reformed ‘takers’ who have seen a redeeming light; others are true philanthropists with scruples and savvy matched perfectly. Both respond to vision, high-minded missions. Both respond to messages of absolution and doing right in the end; both have their research done before ever meeting you, your message or your cause - some are hands on, some have others do this work for them - in any case, they likely do not have a lot of time to hear your message.

Needs Driven: This segment accounts for 12-16% of many urban populations studied. These people buy or rent on instinct and impulse; they acquire what they think they need in the moment. They plan little, often pay premiums on items that could be purchased or rented elsewhere for less cost. They tend to flash currency in hopes of letting their peers know they have money or that at least can put on a show that they have what they need. When they have cash on hand, they spend it conspicuously and immediately; they live for the moment, and they respond to images of immediacy, current needs being met, that if they do not spend what they have in their possession now, that the money will likely not be there in the future. They respond to ‘buy now, limited time offer, never to be repeated, cannot get this anywhere else, operators are standing by, never be a loser and miss this offer, be significant, be remembered for what you’ve bought today’ messages…

Creators & Inventors: These folks understand that problem-solving is not the only set of answers that count; they know, first-hand, that many arts and design expressions generate their own unique needs; they make up 3-4% of many urban populations. Sometimes, achievers, sometimes emulators, often socially conscious (in both camps). These folks are much of your participant base.