Beyond Mind Games: The Marketing Power of Psychographics

by Rebecca Piirto

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

266 pages, Hardcover

First published January 1, 1991