Demographics Segments -- explain “who” your buyer is.

Demographic information includes gender, age, income, marital status, education

an employment.
GENDER (HIGHLIGHT ALL THAT APPLY)

MALE FEMALE BOTH

AGE RANGE (HIGHLIGHT ALL THAT APPLY)

5-10 11-15 16-25 26-40 41-55 56+ ALL AGES

ETHNICITY (HIGHLIGHT ALL THAT APPLY)

WHITE BLACK ABORIGINAL ASIAN HISPANIC ALL ETHNICITIES

ARAB CHINESE JAPANESE JEWISH KOREAN Other:

EDUCATION (HIGHLIGHT ALL THAT APPLY)

K-8 9-12 HIGHSCHOO GED COLLEGE UNIVERSITY UNIVERSITY UNIVERSITY

L GRADUATE GRADUATE BACHELORS MASTERS DOCTORAL
DEGREE DEGREE DEGREE

MARITAL STATUS (HIGHLIGHT ALL THAT APPLY)

SINGLE MARRIED NO MARRIED SEPERATED WIDOWED

CHILDREN WITH OR DIVORCED
CHILDREN

EMPLOYMENT STATUS (HIGHLIGHT ALL THAT APPLY)

UN- EMPLOYED PART TIME LOOKING FOR

EIMPLOYED EMPLOYEE WORK

JOB CLASSIFICATION (HIGHLIGHT ALL THAT APPLY)

UNEMPLOYED TRADES RETAIL SERVICE MANAGEMENT PROFESSION

LABOURER LABOURER LABOURER

HOUSEHOLD INCOME

$10 000- $24 999 $25 000 - $49 999 $50 000 - $74 999 $75 000- $99 999
$100 000- $139 999 $140 000-$199 999 $200 000 - $249 999 $250 000 +
Psychographic Segments --explain “why” they buy
Psychographic information might be your buyer's habits, hobbies, spending habits
and values. It is their Attitudes, Opinions and Interests they have.

HEALTH (Likert scale of your target customer)

Very Important Somewhat Not Very Important

Important

APPEARANCE

Very Important Somewhat Not Very Important

Important

FITNESS

Very Important Somewhat Not Very Important

Important

FAMILY

Very Important Somewhat Not Very Important

Important

PRICE SENSITIVITY

Very Important Somewhat Not Very Important

Important

CURRENT TECHNOLOGY

Very Important Somewhat Not Very Important

Important
SOCIAL STATUS

Very Important Somewhat Not Very Important

Important

TIME SENSITIVITY

Very Important Somewhat Not Very Important

Important

EXTROVERTED AND SOCIALIZATION

Very Important Somewhat Not Very Important

Important

Geographics –Where are most of your customers from

BRANDON (city) BRANDON (city) BRANDON (city) BRANDON (city)
NORTH EAST SOUTH WEST
NORTHERN MB EASTERN MB SOUTH WEST MB SOUTH EAST MB
(Province) (Province) (Province) (Province)
PRAIRE EASTERN WESTERN NORTHERN
PROVINCES PROVINCES PROVINCE PROVINCE/TERRITORI
ES
CANADA USA EUROPEAN ASIAN COUNTRIES
COUNTRIES

Looking at the lists above, it’s easy to see why you need them all. Use
demographics alone, and you have only a very hazy outline of your audience –
you understand the customers challenges, but not where to find them and what
really moves them to action. Psychographics along with Geographics gives you so
much more insight!