I am working on several evaluations for various arts organizations around the country, and what I am finding out is that some of us know our basic demographics of our audiences, but most of us do not know about the psychographics.

  1. the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research.

Thank you to Dictionary.com for the definition. The pychographics can also be known as the personality data: likes, dislikes, needs, values, and so on.

So why are psychographics more important? For this simple reason: you can be any age, any other demographic, and the psychographic could be across the board.

For example, and one of my favorite examples, there are Beatles fans from 0-90+, from all income levels, from all ethnicities, etc. Liking the Beatles is a FAB-ulous psychographic!

Image result for Beatles

Now why would this be helpful?…