Psychographics and Micromoments: Unlocking Potential for Brands

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In this episode of RBDR, we are joined by Ipsos Senior VP Emmanuel Probst, who shares insights from his new book, “Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning.” Probst discusses the growing importance of psychographics and micro moments in brand building research. He provides examples of how brands, such as Burt’s Bees, are leveraging these factors to connect with their target audience.

**Psychographics and Micromoments in Brand Building**

Psychographics involves classifying people based on their attitudes, values, beliefs, and aspirations. It helps brands understand their target audience on a deeper level. For example, fashionistas, decoristas, and audiophiles are all psychographic groups. While psychographics have been adopted by brands in recent years, there is still a preference for demographics due to familiarity and activation challenges.

On the other hand, micro moments refer to small opportunities throughout the day where consumers are open to engaging with brands. These moments can include events such as grabbing coffee, commuting, or running errands. Probst emphasizes that micro moments should not be confused with major life events like weddings or graduations, which have more long-lasting effects on brand choices.

Probst highlights Burt’s Bees as a brand that effectively combines psychographics and micro moments in their marketing strategy. By analyzing wind speed, Burt’s Bees identifies regions where sales of lip balms are likely to increase. This demonstrates their understanding of consumer behavior during certain weather conditions. Furthermore, Burt’s Bees aligns with psychographic preferences by positioning itself as a premium brand with a commitment to nature and the environment.

However, Probst acknowledges that the adoption of psychographics and micro moments is still limited. Challenges include the reliance on demographics, comfort zones, and access to data. Brands with first-party data have an advantage in leveraging these factors. First-party data enables a deeper understanding of individual consumers, making it easier to activate both psychographics and micro moments.

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**Keywords/tags:** RFL Communications,, Research Business DAILY Report, Bob Lederer, RBDR, MRx, Emmanuel Probst, UCLA, Ipsos, brands, psychographics, micromoments, demographics


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Today on RBDR: Ipsos SVP Emmanuel Probst takes on a new subject from
his new book, “Brand Hacks: How to Build Brands by Fulfilling the Consumer
Quest for Meaning”: Psychographics, Micromoments and their offerings
and adoption by brands.

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One Comment

  1. Nick Tortorello: Bob, psychographics have been used from the 1980s to segment audiences or consumers into distinct groups which help a client understand the behavior and attitudes of their customers. Group names like Travel Warriors, Worry Warts, Micro Managers, Sun Worshippers and Libertines came out of Market Research for various Hotel chains like Starwood and Hyatt Hotels. It led those companies to be very creative in their marketing and to be financially very successful..

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