I’ve included some examples of my own, but you can use more or less depending upon your needs. Remember that these are examples only and I don’t wish to offend any group or individual by inclusion, exclusion, or naming convention used in these lists.
Demographics: Refers to selected population characteristics as used in government, marketing or opinion research, or the demographic profiles used in such research; characteristics such as age, race, or gender.
- Age: children, teens, young, middle, senior
- Gender: male, female, third gender (India/Hindu among others)
- Education: high school, technical, college, post graduate
- Income: poor, low, middle, upper, wealthy
- Marital status: single, married, divorced, significant other
- Ethnicity and/or race: White, Black, Aboriginal, Latino, European
- Family life cycle: newlyweds, married 10+ years, with or without children
- Industry types: Agriculture, Manufacturing, Marketing, Retail, Wholesale
- Number of employees: 1-10, Less than 50, >100, <5000
- Sales volumes: $500 Daily, $5,000 Weekly, $50K Monthly, $1.2MM Yearly
- Geographical locations: Alabama, Eastern Europe, London, Southwest US
- Purchase patterns: Weekly, Monthly, Quarterly, Seasonally, Retail, Wholesale
- Financial history: assets, credit, debts, loans, losses, profits, stability
- Business history: form of ownership, founded, legalities, partnerships
- Key personnel: President, CEO, CFO, Accountant, Purchasing Agent, Sales Rep
Psychographics: Refers to variables of attributes relating to personality, values, attitudes, interests, or lifestyles.
- Lifestyle: adventurous, affluent, frugal, intellectual, trendy
- Political: Conservative, Democrat, Independent, Liberal, Republican
- Religion and/or belief system: Buddhist, Christian, Hindu, Jewish, Muslim
- Social class: lower, middle, upper, blue-collar, white-collar
- Opinion: easily led or opinionated, helpful, negative, positive
- Activities & Interests: books, fitness, hobbies, shopping, sports
- Attitudes & Values: environmentalist, security conscious, vegetarian
I’ve created an “ideal customer worksheet” as part of my Marketing Mojo Kit that you can download and fill out which will factor in all these characteristics to help you create your own marketing plan. If you’d like to use the services of Aim It Media, please be sure to answer all the questions and click the “Email AIM” button on the top of the form so we can review your answers and determine how best to serve you.
