Psychographic research aims to understand who are your customers not only as consumers, but also as individuals, with their unique opinions, interests, and motives. To acquire a fuller picture, we gathered data across 3 categories:
MIND ( Opinions and attitudes )
LIFESTYLE ( Interests and habits )
BEHAVIOR ( Buying trends )
We refer to MINDs as the mental attitudes shaped by people’s values and beliefs.
Measuring more than 300 of these MINDs we concluded 44 attitudinal archetypes.
Our 44 MINDs
Risk taking ｜ Selfness ｜ Sociability ｜ Wittiness ｜ Sentimentalism ｜ Optimism ｜ Simplicity ｜ Design consciousness ｜ Affluence ｜ Creativity ｜ Preference for planning ｜ Logical thinking ｜ Love for mechanics ｜ Digital savviness ｜ Pursuit of meaning ｜ Intellectuality ｜ Living for today ｜ Taste for thrills ｜ Prestige-seeking ｜ Novelty-seeking ｜ Style confidence ｜ Appearance-focused ｜ Global perspective ｜ Social responsibility ｜ Touch And Feel ｜ In tune with nature ｜ Humility ｜ Enjoyment of difference ｜ Anti status symbol ｜ Self-effacing ｜ Treat-seeking ｜ Entrusting ｜ Emotional-thinking ｜ Victim mentality ｜ Go-with-the-flow ｜ Conventionality ｜ Traditional gender ideology ｜ Individualism ｜ Reclusiveness ｜ Self-confidence ｜ Acceptance of life paradox ｜ Avoidance of similarity ｜ Recycling ｜ Rooted
Insights into habits, interests and preferences of Japanese consumers.
Self-perception ｜Desired perception｜Most attractive qualities for a romantic partner
Information prioritization ｜Expense items ｜Interests per industry ｜Events and activities
Functional characteristics｜ Emotional characteristics ｜Preferred visual universe
Most important criteria｜ Favorite fashion brands ｜ Favorite music style ｜ Favorite color (general / cars / fashion)
Sources of information｜ Primary influences
Attitude towards diversity｜ Eating habits ｜Childhood experiences
Study of Japanese consumer buying trends and how they relate to MINDs and LIFESTYLE factors.
Owned brands, favorite brands and average screen time for : general ｜ PC｜ Tablet｜ Smartphone
Owned brands｜ Preferred shapes｜ Preferred engine type｜ New vs second-hand ｜Driving frequency
Active user｜ purpose-of-use
Owned brands ｜ Distribution Channel ｜ Yearly expenditure
Motivational factors ｜Engagement level ｜ Job hoping trend｜ Workplace expectations