Author

Adele Revella

Adele is the CEO of the Buyer Persona Institute and author of Buyer Personas (a Fortune Magazine top 5 business book).

Blog articles

User research

Psychographics and personas: how to get to the truth about why people buy

What do you know about your customers? Do you know what actually makes them buy or why they choose you?

Conventional wisdom says you can get to know your target audience by studying demographics such as age, ethnicity, and education. A few marketers go beyond that by taking psychographics criteria into consideration, such as attitudes, values, and desires.

But this is still misleading: if you want to define strategies to engage your customers, you need to truly understand their buying decisions.

Adele Revella

User research

Psychographics and personas: how to get to the truth about why people buy

What do you know about your customers? Do you know what actually makes them buy or why they choose you?

Conventional wisdom says you can get to know your target audience by studying demographics such as age, ethnicity, and education. A few marketers go beyond that by taking psychographics criteria into consideration, such as attitudes, values, and desires.

But this is still misleading: if you want to define strategies to engage your customers, you need to truly understand their buying decisions.

Adele Revella

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