PSYCHOGRAPHIC ANALYSIS,WHAT YOU NEED TO NOTE

For many of the Communication Strategies that I have been privy to, I have observed that much premium is usually placed on categorizing audience into Primary and Secondary targets, at the expense of other important component of Target Audience analysis. I find this quite curious and misplaced. To me, categorizing of audiences into Primary and Secondary should be informed by many factors notably among which are Demographic and Psycho-graphic Analysis.

While proper audience categorization is key for the success of any Communication or Marketing campaign, it is equally important and worth-noting that Target Audience analysis will be materially irrelevant to any Communication strategy if it is done without recourse to other key components of the Target Audience Analysis.

For the purposes of this piece, I intend to shed some light on one of these two key variables in Audience Target Analysis: Psycho-graphic Analysis.

PSYCHO-GRAPHIC ANALYSIS.

Mnemonically referred to as VALS-(Values and Lifestyle), Psycho-graphic analysis attempts to inquire into the consumer lifestyle, beliefs, values and attitudes. Questions such as: What motivates our existing or prospective consumers?  Where do they spend most of their time? Who influence them? What do they believe as most important? , many but to mention few, are critical in psycho-graphic analysis.

I want to submit that psycho-graphic analysis is very challenging form of the two and one that requires great efforts, time analytical thinking and discretion. From my Sociology and Anthropology classes, I was made to understand that human beings are unpredictable and difficult to measure as they usually adopt new beliefs and values  in order to adapt to different circumstance.

This renders psycho-graphic analysis qualitative in nature, unlike demographic analysis where statistics can be obtained for the right decisions.(I am working on the differences and Similarities between Psycho-graphic and Demographic analysis which  I will share later).
Much as psycho-graphic variable  is   internal-Mental and Psychological-, it is usually influenced externally by an individual’s socialization, environment, exposures and experiences.

As communication strategists, we can take solace in the fact that people’s psycho-graphical  make  up  can be influenced  or  maintained, subject to how doing the former or later inures to our communication objectives. For instance, by creating more consumer engagement campaigns, a Communication Strategist can help maintain an individual’s positive disposition or attitude towards a brand. Brand loyalty which is engendered by consumer engagement campaigns will only be an attestation to the fact that consumers’ positive disposition towards that brand has been maintained or improved.

I hasten to emphasize that doing psycho-graphic analysis is daunting and the Communication strategists must bring high sense of discretion to bare. The fact that people can kill to defend their beliefs and values speaks of how protective people can guard their psycho-graphic make up. It is therefore incumbent on us as Communication Strategists to find ways of effectively delving into people’s psycho-graphic make up without hurting or courting their disdain.
When done well, Psycho-graphic analysis can be useful  for the following reason:

• ·         Building high brand loyalty.

• ·         Building high brand Preference and Essence.

• ·         Understanding consumer needs and expectations and meeting them cost effectively.

• ·         Building high brand equity.

• ·         For generating meaningful creative concepts that resonates with your target

It is in the light of the above observations that these recommendations becomes relevant to Communication Strategists seeking maximum impact.

Turf Research:
Don’t stay in an Air –condition and devise a Strategy for the Makola woman who is working at the mercy of the scorching sun. You will fail. Because people’s values, beliefs and perceptions and   are influenced by their conditions and circumstances, it will pay a great deal if the Communication Strategist gets into the environment or space of their targets.

Empathize with your target
As the Strategist it will pay a great deal to put yourself in the position of your target’s conditions and prevailing circumstances. Use this as a bench mark and yardstick for predicting their attitudes, beliefs and behavior.

Secondary Resources
This is what I refer to as mediated information. Fall on literature and other academic pieces that is relevant to your target. This can provide leads into gathering the appropriate information for the appropriate decision.

Pay Attention to the Socio-Cultural
Max Weber, one of the greatest sociologist, tells us that people are the product of their society. A clear understanding of the socio-cultural lives of your target will also be critical in devising strategies that motivate and dispose them favorably towards your cause.

PAY ATTENTION TO THE DEMOGRAPHIC DATA
Closely related to the above is the need to pay attention to the demographic characteristics of your target. This is because a strong correlation exist between one’s age, and their values, perceptions and beliefs.
  
Samuel Osarfo Boateng

samuelcreasta@gmail.com

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THE GENERIC TENDENCIES OF SOME GHANAIANS- NOTES FOR GHANAIN MARKETERS.

BACKGROUND

The average Ghanaian barely pays attention to differences that exist between competing ideas, objects or phenomenon. In fact, it is typical of him/her to be generic in his/her perception and conception of realities. The tendency to be generic about issues, objects and even brands flies in the face of the principles that undergirds efforts at brand differentiation.

While the tendency may not be healthy for many up and building brands in the country, the view that other brands have benefited and continue to benefit from these typical Ghanaian tendencies cannot be dismissed or overlooked.

I cannot confirm whether the phenomenon still exist or there has been a paradigm shift in this respect lately, but not too long  ago, every newspaper in Ghana was Graphic; every cooking oil was Frytoil; every alcoholic beverage was Beer; and every bank was Commercial bank, many but for lack of space.

This has unfortunately played out in our politics, affecting the choice of political leaders in the country. Although, Ghana currently has 24 registered Political parties, only two have commanding political clout and mileage that is required for any political party to remain viable and competitive.

Although the other political parties are not left out in media discourses, the NPP and NDC continue to dominate in mileage, influence and numbers.  

The sporting arena has not been spared of its dose regarding this issue. In the face of the sharp decline in the quality and patronage of our local league, the two dominant football clubs, Kumasi Asante Koto and Accra Hearts of oak, have still not lost their relevance. Although these two sporting clubs are yet to find their rhythm in the ongoing Premier league, it has still not taken anything from the touts and brouhaha that greets their outings. Their supporters never say die, even when the bone is pungently rotting.

Indubitably, many of the brands that comes to the average Ghanaian’s consideration sets in times of need, have worked over the years to live up to the expectations. But in other cases, in fact in cases similar to the political parties and the sporting clubs that  I have alluded to above, some of these privilege brands have not justify the confidence the Ghanaian reposes in them.

EFFECTS

At a cursory look at this situation, one is tempted to recommend a slash in the huge           Marketing Communication budgets committed to brand differentiation campaigns. Indeed, marketers whose efforts fall below par may be inclined to find other marketing strategies in breaking through the prejudicial clout of the average Ghanaian mind.

RECOMMENDATION.

While this may be convenient, I shudder to take a different opinion. I think doing same will be counter-productive to efforts at ensuring that all players in a product category remain economically viable, responsible and command sustainable levels of brand equity.

In fact, I will support efforts at ‘brand coalitions’ that breaks monopoly with a category than to supports attempts at avoiding brand differentiation campaigns.

I think the phenomenon rather calls for stronger brand differentiating efforts. By providing quality and customer-centric services to customers, coupled with effective brand differentiation strategies, marketers in Ghana can tilt this tide in their favor.

CONCLUSION

Not only are they loyal and almost conservative when they take a decision on a brand, more so  Ghanaian consumers prefer to associate with quality, viability, and want to be appreciated ,respected and communicated to.

Any marketing efforts consistent with these values are likely to be rewarded by the Ghanaian consumer.

Samuel Osarfo Boateng

samuelcreasta@gmail.com

233270644157.