Beyond Mind Games: The Marketing Power of Psychographics

Written for the layperson, this is the first book to demystify psychographics, making this powerful tool accessible to statisticians and non-statisticians alike. Loaded with real-life examples of applied psychographic research, this authoritative text is both interesting and fun to read. You’ll learn about: *The history and evolution of psychographic research *Attitudes and feelings that cause consumers to bond to brands *How segmentation schemes were developed and how they are used *Gathering information through surveys, focus groups, observation, and psychological techniques *The marketing implications of psychographics for manufacturers, retailers, advertisers, and local, national, and international marketers *The pitfalls of psychographic analysis *Combining psychographics with other information to gain a full picture of consumers *The frontiers and future of psychographic research