Psychographics

What is Psychographics? The study of consumers based on their behaviors, interests, and opinions is known as psychographics.

It goes beyond categorizing people based on basic demographic information like age, gender, or race. Psychographics is the study of the psychological aspects that influence consumer behavior. This encompasses emotional responses and motivations, as well as natural attitudes, biases, and prejudices, as well as moral, ethical, and political ideals.

 Marketers, advertisers, and academics can use this data to develop thorough “psychographic profiles” of audience segments, which can subsequently be used to produce relevant messaging for those segments.

One of the most well-known psychographic model for investors is the Bailard, Biehl, and Kaiser fiveway model. It is a five-category investor classification system devised by notable economists and investment/fund managers Bailard, Biehl, and Kaiser.

One of the most well-known psychographic model for investors is the Bailard, Biehl, and Kaiser fiveway model. It is a five-category investor classification system devised by notable economists and investment/fund managers Bailard, Biehl, and Kaiser.

One of the most well-known psychographic model for investors is the Bailard, Biehl, and Kaiser fiveway model. It is a five-category investor classification system devised by notable economists and investment/fund managers Bailard, Biehl, and Kaiser.

Thomas Bailard, David Biehl, and Ronald Kaiser’s concept divides investor personalities into two categories: amount of confidence and manner of action or risk aversion. The explorer, the celebrity, the individualist, the guardian, and the straight arrow are the five investor characters identified by this method. The two axes of individual psychology embodied by the characteristics stated above place each investor personality in a different quadrant. The “confident anxious” axis represents the emotional choices made, while the “careful impetuous” axis represents how methodical and risk cautious an investor is.

Individualists – are self-assured and cautious. They do not usually hire a consultant to manage their money; instead, they do it themselves.

Adventurers – Adventurers are known for only placing large bets. They have the financial means to do so and are prepared to take risks in order to do so. These types of investor’s investments are typically targeted and not diversified.

Celebrities – Celebrities are those who are swayed too much by the current trend and lack investment expertise or viewpoint. They seek investment advisors regularly because they lack the expertise and confidence to manage the portfolio on their own.

Guardians – Guardians are nervous as well as cautious. They seek investment advice because they lack trust in themselves. They place a high priority on capital safety while making investments and a large amount of their portfolio is committed to government securities and guaranteed return investments