Customer Psychographics - BUS 139 - Entrepreneurship - LibGuides at Alamance Community College

What is Psychographics?

Psychographics- are any attributes relating to personality, values, attitudes, interests, or lifestyles of people.

What type of media do they consume?
What are their beliefs? Is this how they see themselves? How they want to be perceived?
Why do you believe they are the type to buy your product? Can you prove it?

Questions you should answer within your business plan:

Who is your customer - provide a specific description (summarize the information above that describes your ideal customer)
How many potential customers are there in your target area?
How are these customers currently being served?
- What is the unmet need and how will you meet it?
- Think about how you will win the customers currently being served by others?

Find Psychographic Info in Library Research Databases

Library databases are available 24/7 for Alamance Community College students, staff and faculty with an Internet connection.

Databases particularly helpful with psychographic research:

Data-Axle Reference Solutions This link opens in a new window
The Consumers / Lifestyles module allows users to use the Custom Search to cross demographic and/or geographic data to build reports to include:

Housing - home value and household income

Lifestyles - from apparel choices to travel

Consumer Snapshots - age, gender, ethnicity, religion, political party, years in home, etc.

Data from the Consumer Snapshots sections is considered "sensitive" and is reported only in the aggregated level; that is, individual consumers are not identified.

Opinion Polling

The Harris Poll
Economy, education, environment, health, politics, science, technology, lifestyles.
Pew Opinion Polls
Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research does not take policy positions.

Possible Search Terms

Market segmentation
Marketing
Market*
Consumer behavior
Target markets
Consumer behavior
Purchasing power
Consumer spending

AND/OR

Age groups
Generation X
Generation Y
Generation Z
Generations

AND/OR

Social system*
Psychographic*
Demographic*
Demographic Aspects
Lifestyle*
Culture

*include the "*" in your term; this denotes a wildcard (for example Market* will bring up searches with all of the following words in them: Market, Markets, Marketing--anything that begins with 'market')

BUS 139 - Entrepreneurship: Customer Psychographics