In the field of marketing, demographics, opinion research, and social research in general, can be combined to generate behavior patterns or psychographics. Psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions). They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and firmographic variables (such as industry, seniority and functional area). Psychographic analyses are used like geographic (place of residence or work) and demographic (age, income, occupation) criteria to describe and identify customers and prospective customers and to aid in developing promotion strategies designed to appeal to specific psychographic segments of the market for a product.

Jena Communications uses psychographic information to help identify your target audience in terms of their propensity to be attracted to our products or services. This process goes much deeper than traditional demographics and helps further define your potential customer base.

More Effective Marketing

Effective marketing goes far beyond a yellow book ad and a website. It includes researching your customer base, creating your brand, building your strategic plan and executing your advertising campaigns. This process it best managed by a group of professionals with expertise in marketing. By delegating these responsibilities you can focus on your day-to-day operations with piece of mind knowing your marketing plan is going to produce results.