Word ‘o the day!

Psychographics – the use of demographics to determine the attitudes and tastes of a particular segment of a population, as in marketing studies.

I was watching a video about a viral marketing campaign from BMW and Jack Pitney, VP of Marketing at BMW said something pretty cool. He said that BMW targets an audience based on psychographics rather than demographics.

“What kind of mindset do we think this vehicle will really resonate with?”

That’s different than most people who might ask, “What age group is our target audience.”