5. Belonger
• Community
• 40% -- United States
• Not fond of change
• Conservative
• Stick to certain
brands
6. Achiever
• Workaholic
• 5-7%--United States
• Control 95% of American
money
• Thirst for wealth and
power
• Independence and
Reputation
• Latest tech
7. Emulator (Wanna-be)
• Tries to be the Achiever
• Buys fake luxury items
• Like to resemble
celebrities
• Low self-esteem
• <30 years old
9. Balanced
• Achievers with a socially conscious mind
Goal is to make the world a better place
• Type A
Spend money on what makes them feel redeemed
• Type B
Donate money to charities
16. Targeting Model
• Bull's-eye (center)
What relates directly to the target
market
• The Second Tier (middle layer)
What relates indirectly to the target
market
• The Third Tier (outer layer)
Not related to target market, yet in
some form is oriented towards it
18. Changing the Internet...
• Experience becomes more about the consumer
• Change it's appearance for the consumer
• Tapping into social and mobile
19. Conclusion
• Getting the psychographic data is important, but really
applying it to marketing is how it is made effective
• Going beyond the demographics of the consumer and really
understanding their psychographics will provide valuable
data that can differentiate marketing from the competitors
• Create a deeper connection with your target market
“Hey, that company really gets me”
