I am working on several evaluations for various arts organizations around the country, and what I am finding out is that some of us know our basic demographics of our audiences, but most of us do not know about the psychographics.
the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research.
Thank you to Dictionary.com for the definition. The pychographics can also be known as the personality data: likes, dislikes, needs, values, and so on.
So why are psychographics more important? For this simple reason: you can be any age, any other demographic, and the psychographic could be across the board.
For example, and one of my favorite examples, there are Beatles fans from 0-90+, from all income levels, from all ethnicities, etc. Liking the Beatles is a FAB-ulous psychographic!
Now why would this be helpful? Once you know the psychographics, you can figure out a way to reach all your audiences at the same time, and to reach more potential audiences with the psychographic information. This will save time and money when you know the common ground. You won’t be able to find as much common ground with demographics as you will with psychographics.
So, do yourself a huge favor. Start asking the psychographic questions. What do they like? What are their preferences? You can add a psychographic question to your ticket purchase. You can add fields in your databases. You can add these types of questions to your surveys.
Once you know your audiences better, you will be educated on how to reach them for programming, collaborations and outreach programs. Being in the know is best for audience development!
Cheers to happy and loyal audiences,
Chief Audience Builder, Audience Development Specialists
Get to Know Your Audiences Kit for Performing Arts
We all know we should get to know our audiences better, but how do we do this? Here is a complete kit to help you learn some of the best ways to get to know your audiences as people, why it is important to do this work, and how to track and use the information that you receive. Knowing your audiences will open new doors of opportunities for you and for them! Once purchased, your link will be available for 10 days.