Pyscho- what? If you have not heard of this term , don’t worry, most people haven’t. So, what is it and how does it aid marketing tactics? Most businesses collect market data about their customers; that is common sense. Market data tells you who is buying what and what to sell to whom. Psychographic marketing, simply put, means to think how your customers think, but that’s the hard part.

Many of us are locked in the mindset that our customers will behave like we behave. This can cause business owners to invest in too much of one product, ignoring the true needs of the customers. Myers-Briggs psychology identifies four main cognitive groups in every human population, independent of race, culture and language: traditionalists (47%), experiencers (27%), harmonizers (16%), and cerebrals (10%). Each group should be approached differently when selling your products or services and here is how you should market to each.

Traditionalists like specific and old brands. They are very stubborn when it comes to changing what they purchase and like to stick to what they know. They ask a lot of questions about quality and make sure to look for the best deal, so expect them to shop for price. They will often need a lot of reassurance before they purchase your product since they are skeptical of anything new or unusual.

Experiencers live in the moment. “Buy, buy, buy!” is their cry. They are a salesman’s dream and an accountant’s nightmare. These are your customers that, with the right marketing, will buy just about anything you have to offer. Whether it’s a glamorous product or a simple cleaning service, they will take it. If you set it in front of them, it will be hard for them to resist.

Harmonizers are concerned with others and like to keep things on the same level as their peers. They will usually do whatever those around them do. Marketing directly towards this group may not be the best approach. Instead, look towards those they are with. This group simply either will or either will not invest in your product or service, regardless of your direct appeal towards them. Fads tend to their main purchases.

Cerebrals are very tough to market towards. They think things through and look at things from the business aspect before purchasing. Expect them to know more about your product than your average customer. This group will also be the customers that have done their research on your competitors, so be ready to show them all that you have to offer.