Before we delve into how to use them side by side , let us take a look at what Demographics and
Demographic segmentation categorizes the target market based on specific characteristics such as
age, education, gender, location, marital status, location and more. This type of segmentation
allows businesses to understand their leads or prospects better.
Demographic data is usually the most easily available data, since most individuals make it
available to others on social media.
Typically, at any organization there are multiple stakeholders involved when it comes to the
decision making process. Demographics helps you identify these stakeholders and curate a
marketing and sales strategy that will fit these individuals.
In most cases, a one-size fits all sales and marketing campaigns will not work since what works
for decision maker A might not work for decision maker B.
Food for thought: A holistic picture about the demographics of the decision
makers will allow for better campaigns for each group and in turn will fetch the results you
With this segmentation technique, prospects or leads are divided into various segments based on
the following characteristics -
- 1. Personality
- 2. Values
- 3. Belief
- 4. Lifestyle
- 5. Attitudes
- 6. Interests
- 7. Social Class
Psychographic data adds to the quantitative data derived from demographics to create a panoramic
view of your leads or prospects along with their buying potential and habits.
With today’s social media and online user activity, a lead’s demographic and psychographic
characterization can be developed. For example, just by “liking” a few posts or pages on Twitter
or Facebook can potentially provide information about your political orientation, everyday life,
hobbies, and more.
One of the biggest advantages for companies is by using these data garnered from social media,
they can create emotionally intuitive outreach campaigns to precisely anticipate their
For example, consider the organic food industry, where a specific set of customers are targeted
to receive various promotional and beneficial outreach messages.
Most customers for this industry are interested in learning about how the ingredients are grown
and used in preparing the final product and more such beneficial tips for a wholesome life.
Food for thought: Back in the day, companies were forced to
rely on their own historical data, however with big data there are now many psychographic tools
that businesses can use to generate this kind of information in a heartbeat.
How to Use Demographics, Technographics and Psychographics Side By Side
Let us use an example to understand this. An organic food company ABC has developed a new heart
healthy snack XYZ. ABC is now interested in marketing and selling their product. They have done
prior research and are able to identify the age group, and location (demographics data) with
which this product would resonate (for example: 25-35 years old and the location being the
United States). They are also able to identify that this snack will appeal to customers who have
a specific lifestyle (psychographic data), and are interested in their overall wellness.
Now to expand their market, they decide to identify various companies that use employee benefits
program software which has fitness and wellness components as part of their benefits.
Now, after identifying the companies that employ this technology, company ABC can reach out to
them to see if they want to incorporate their new snack as part of their fitness and wellness
benefit program they provide their employees.
Incorporating all these data points allows you to create a better sales and marketing strategy
for your product and your company as a whole. This combination of data can also help predict how
your customers will behave in the future.
The art and science of balancing demographics, psychographics and technographics data has
definitely become the need of the hour.
Creating a Technographics-Driven Future
With everything explained in this page, it is quite apparent that technographic data is here to
stay and is not disappearing anytime soon.
Business intelligence tools that incorporate technographics, demographics,
firmographics and psychographics have become a must have for
businesses around the world.
The synergy created by these data types are limitless. If you haven’t made the change to
incorporate technographic data into your business, it is time to make this change.