Posted on January 6th, 2017
Psychographic variables are attributes connecting users’ interests, affinities, proclivities, politics, biases, religion, peccadilloes, sexuality, financial status, purchase intent, education, freaky stuff, car ownership, house size and thousands of other common (plusÂ off-the-beaten-path) layers. Some intellectuals also refer to them as IAO (interests, activities and opinions) variables.
Occupational psychographicsÂ profile a user’sÂ workplace, employers, job description and other variables. Â Â Trade show affinities, certifications, group memberships and profile summaries are also greatÂ examples of job-relatedÂ targeting data. LinkedIn social profiles, filled out by users, make occupational psychographics discoverable via LinkedIn’sÂ internal search engine. In addition, a little hunting reveals Easter eggs nested in search filters, both stock and advanced (paid accounts).
As psychographic targeting continues to mashÂ with search by curated cookie pools/RLSA and filtered retargeting, more professionals define themselves with the word “Psychographics” in their LinkedIn profiles.
Using LinkedIn’s internal Advanced Search, we profiled psychographic segmentation of LI users who includeÂ the word “Psychographics” in their LI profiles.Â Results are interesting, especially for marketers. We marketers comprise the bulk of professionals includingÂ “Psychographics” in their professional identity.
AIMCLEAR‘s beenÂ into psychographics for years and, as such, I truly consider study thereof a key elementÂ of my professional identity. That said, I’m a LinkedIn anomaly. Not many LinkedIn users include psychographic or psychographics in their job title.
Most often, psychographic tendencies are expressed in users’ LinkedIn profile summaries.
LinkedIn’s search engine providesÂ a little-discussed and powerful industrial research tool to research users, nested in search filters.Â Run aÂ search then open any unused filter. You’ll see data as to how LinkedIn user-volume breaks out forÂ this SERP in the filter. That’s so cool! For instance, theÂ next image reveals most LinkedIn users claiming psychographic identify workÂ in marketing and advertising industries. Of course they do. Facebook, Twitter, LinkedIn, DMPs and Google audiences including YouTube are fertile mainstream audience-targetingÂ playgrounds.
Now let’s apply our technique toÂ really flesh out LinkedIn users’ psychographic identity. Essentially, we’re talking aboutÂ the occupational psychographics of psychographic job descriptions, a pretty meta deal. We’ll look at the Location variable next. Â
Take a minute at additional LinkedIn search filters: Profile Language, Function, Years of Experience, Company Size, Seniority Level, Current Company and Groups. Use LinkedInÂ Advanced SERPsÂ to profile users along any available occupational variables. Â
Turns out car companies and banks undertakeÂ psychographic customer profiling.
Of all companies, Starcom bleeds psychographic-savvy employees most according to LinkedIn data.Â
Get busy mashing data for additional insights via multiple layers.Â It’s easy to see where NYU alumni placeÂ in professional gigsÂ using psychographics
Apparently Standard Chartered Bank canÂ profile customers, from MumbaiÂ toÂ UAE. Â It’s easy to mashup layered attributes for deeper insights.Â
Using LinkedIn’s Advanced Search, we studiedÂ psychographic segmentation of LinkedInÂ users who offeredÂ the word “Psychographics” in their profiles.Â Results are enlightening, certainlyÂ for marketers. We marketers representÂ the majorityÂ of professionals tendering “Psychographics” to describe ourÂ jobs.Â Use this technique to research LinkedIn users in psychographic layers.Â
As an aside, I alsoÂ have the word “Maven” in my job title. SO, we checked maven just for fun. There were 1,252 results.
It’s fun to note that Marketing and Advertising wins again! MoreÂ mavens are marketers! Go figure.