How to Develop Psychographic Customer Profiles

As a marketer, you want to think about your understanding of your customer base as gold. Knowing about their mindset and their habits is extremely useful when designing you product.  We’re going to look at two ways to think about collecting customer data and give you an overview on how to develop psychographic customer profiles.

Don’t forget to check out our free interview sample guide at the end of the post!

Psychographic Customer Profiles

Quantitative data
These are things like demographic profiles. How old are your customers? Or, in the case of business-to-business, what size of revenue do these companies make? How many employees do they have?  These are the kinds of questions you’ll need to answer.

Information like this can be useful when it comes to targeting for sales outreach and advertising, plus the design of your product or service.

Qualitative data
What’s probably more useful for marketers trying to growth hacker is qualitative data. This kind of data is especially useful for identifying who will be your early adopters and how you re going to appeal to them and get them to take action.

The best way to get this information is through customer interviewing. Ideally video interviewing through a service like Skype, but phone interviewing works as well. 

Determining needs
You’re looking for two things in these interviews. The first thing you’re looking for are their needs. This is when you’re asking them about the product and they’re gonna probably tell you that they have certain needs that you’d call “must-haves”.

This is when the customer tells you, “If your product or service doesn’t have this, I won’t consider buying it.”

But there are also latent needs. These are needs that they don’t know that they even have. You might have to read between the lines here and, if your product or service meets those needs, you might create a customer for life.

As you’re doing the interviews, you might find that certain needs are contradictory between different interviews, but that’s okay. Don’t worry about it. Just make sure that you’re letting the customer talk and that you’re not really injecting too much of yourself into the conversation.

Basically, make sure you aren’t trying to lead your interviewee in a certain direction or get a certain response from them. This will skew your results.

The second type of information you’re seeking in these interviews is customer psychographics. One way you can think of this is what Seth Godin calls “tribes”. What tribe does the individual you are interviewing belong to?

The way that you think of tribes is, “What kind of stories are these people telling themselves about themselves; about their position in the world? What worries do they have about their career about their personal life and what goals do they have in terms of their career and personal life?”

This is going to help you design your messaging strategy.

Debrief and find patterns
Ultimately, when you have a few interviews (you should do at least five for each segment that you want to target), you want to debrief and find patterns among those different interviews. Use your interviews to create personas about the target customers.

We created an interview script and a form that you can use as a starting point for creating your own custom interview scripts and forms. After checking out or resources, you might want to start by writing a list of every helpful question that you could possible ask and then narrow down to the best 10. Click below to access.

Sample Interview Script


Ludell Jones

Ludell Jones

Co-Owner & Marketing Director at Eazl
5 years of small business and entrepreneurship experience. 9 years of marketing experience. Loves community development through ethical business practices and well being/positive psychology research. Located in Chicago.
Ludell Jones