Demographic and psychographic research

By Michael Brunton

Demographic research is defined as statistical data about the characteristics of a population. This could be the age, gender and income of the poeple within that population. For example carrying out research into the ages that listen to music is demographic research. However, this research is way too broad and doesnt specify what those people like and enjoy. If we wanted to find out how many people liked the genre pop then researching into how many people listen to music is irrelevant.

the photo below shows how oftenmales or females listen or watch to music videos. This type of research is too broad and is pointless.

Demographic

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MaleFemale

Psychographic research is completly different to demographic research. Psychographic research is the study of perosnality, values, opinions, attitudes, interests and lifestyles. Because this area of research focuses on interests, attitudes and opinions, psychograhic factord are also called IAO variables.

Psychographic