Psychographic data can be identified through a combination of qualitative and quantitative research. The most prominent of them are:
Personality intel tools
There are tools available in the market that give out personality insights about a person within a matter of seconds.
Zintlr chrome extension for LinkedIn is one of the best tools in the market to get personality intel.
Zintlr chrome extension provides you with personality intel like personality type (OCEAN and DISC), attitude, core values, career path, and future motivations for any LinkedIn profile of your prospects.
This allows you to tailor your pitch accordingly and deliver engaging content and promising pitches that progress your prospects further down the sales funnel.
Surveys and questionnaires
With surveys, you can ask specific questions about values, interests, and lifestyle choices of your prospects. This helps you collect psychographic data of your prospects and segment them with their shared interests and values.
You can target a small group or a larger one for your questionnaires. With a larger group of audience, segmenting them might be hard but it will be easier to identify the emerging market trends. Smaller audience groups make it crystal clear for you to segment them and prospect without the need to pour in more effort and time.
Focus groups
If you are looking to improve your product to align with industry standards or launch a product into a new market, focus groups can help you strengthen your business.
Focus groups are a small yet diverse group of people who are gathered to discuss a particular product, service, or solution. These discussions are observed by a moderator who asks structured questions to probe the conversation into desired directions.
These focus groups give out in-depth insights that may not surface in surveys, generate new ideas, test new products or concepts, and reveal trends and preferences of a target market.
Interviews
Interviewing your customers is a great way to collect psychographic data. The advantage here is that you already would have built a relationship with your customers, making it easier to connect, interact, and ask a wide range of open-ended questions.
Questions like:
“What matters most to you when choosing [your product or service]?”
“What are your top priorities during your free time?”
“Describe your ideal weekend.”
“What influences you the most when choosing a brand?”
“What are the social issues you would like to address?”
“How much do you relate a brand with your personality?”
These can help you bring out the psychographic data of a customer, allowing you to enhance your service or product, assuring customer retention.
Social media listening
Social media is a tool to understand the thought process of your prospects. Social media platforms like LinkedIn, Facebook, X (formerly Twitter), and Instagram can give you analytics about a prospect.
You can use social listening tools like Sprout Social and Brandwatch to analyze and closely listen to the social media activities of your prospects and gain insights into their interests and lifestyle.
Customer feedback and reviews
Utilize customer feedback forms with targeted questions that encourage them to give out their views and preferences. Use open-ended questions that may work with your customers and clients.
Observe and analyze post-purchase and customer service interactions. Look for patterns that describe the needs, frustrations, engagement drainers, and preferences of your customers and segment their profiles based on shared interests, values, and motivations.
Website analytics and heatmaps
Tracking user behavior while navigating through a website will exhibit the smooth and rough areas of user experience and engagement.
To track and analyze website analytics the best tool is Google analytics (GA4). It gives you where your page got traffic from, most visited pages, visitor journey, devices used by visitors, and product page conversion rate. Most importantly the analytical numbers of time visitors spent on your site and if visitors return to your page shows the quality of your page.
Also, tools like Hotjar give you landing page heatmaps that uncover where on the page have your visitors spent more time, have interacted more, and have scrolled how far on a page.
A/B Testing
A/B testing gives a comprehensive view on the preferences and interests of your prospects.
It can be figured out by evaluating and comparing the performance of different pages, used on the same set of audience. This gives you the behavioral data that you need to customize and enhance your landing pages for improved engagement and conversion.
These 8 ways can help you collect psychographic data of your target audience.