Psychographics refers to the lifestyle, values, leisure activities and social self-image that the readers are likely to have. Marketing research shows that people react favorably towards products and services that they see as representative of themselves. Similarly, your readers will respond differently to your message according to their values. What are their interests, opinions and hobbies’? In the rapidly changing and diversifying contemporary world, interests and values are less and less tied to demographic issues. For example, when computer games first started to develop, they were associated with a target market of young males in the 15 to 25 age group. As this form of entertainment evolved, the target market changed, and there are now computer games that attract females, older males, and other demographic groups. An analysis of the computer game market, therefore, is more likely to benefit from a psychographic examination that would see the computer game market as a special interest group, rather than a demographic.
Demographic and psychographic analysis are especially relevant in journalistic and public relations writing, where you address a wider public.