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Technical Writing – Definition of Demographic
Defining Demographics
Consumers often define their target audience by talking about customer profile. This is a way of talking about the demographics of people in a customer group. One purpose of demographics is to identify which specific customer segments exist in the general population. Another is to have enough information about typical members of a group to provide some kind of picture of a person within the larger group. This information allows the development of marketing strategies and business plans.
In common usage, several variables are considered when discussing group demographics. Commonly used variables include:
- race
- YEAR
- income
- disability
- type and number of specified products in the household
- level of education
- Real Estate: Property, Rent, Condominium
- employment status
- geographical location
- choice of entertainment
- buying habits
Each of these variables can be given more or less weight depending on the product or service involved. For example, a newspaper publisher might consider a marketing campaign targeting a demographic that includes single Asian men between the ages of twenty-five and twenty-eight who work in the aerospace industry living in the northwestern United States. This could be a large part of the population.
On the other hand, if a company has a product that is expected to appeal only to Serbo-Croatian women between the ages of eighty-five and ninety who have degrees in Antarctic economics and live with their parents, demographic studies may indicate that the potential market is too small for large commercial activities.
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Each word has its own meaning and no two words are alike. And we still believe it’s true – except when it’s not.
The word psychographicTechnically, it includes all the information in a number of inhabitants plus many more. A good marketing dictionary will define psychographics as a method of dividing customers into groups based on attitudes, beliefs, values, characteristics, buying reasons, lifestyles, and many other characteristics.
Technically, Population is a subset of psychographics that only measures age, income and occupation. In general, however, you rarely hear the term psychographics in meetings because most people in marketing either don’t know or don’t care that there is a difference. Demographics has become an industry discipline that covers all aspects of psychographics.
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