Today the U.S. population is older than it has ever been. And as your customers have matured, their varied experiences have caused them to be more diverse. There is not one prototype mature consumer, but rather millions of them each with distinct needs and motivations.
Demographics and behaviors aren't enough to know how to motivate those in this age group. Demographics report on the current situation in the most basic terms. Behaviors tell us about the past. Only psychographic segmentation research can reveal the underlying reasons for buying behavior. The all-important why.
Motivo consulting has specialized in psychographic research on the mature market for more than 30 years. We’ve applied our experience in conducting sophisticated psychographic research studies for major U.S. companies on products ranging from financial services to pharmaceuticals, timeshares to restaurant meals to focus on the market of those 40 and older.
We start with psychographic segments and then layer on demographics, behaviors, media and Internet use, as well as other sources of information. This approach allows us to create a rich, in-depth profile of your target consumer. Are there unmet needs your company can satisfy? Which segment’s motivational profile shows a willingness to try a new product?
We can then synthesize this data to its essentials for use in a successful marketing campaign. By identifying the psychographic segment most open to your product or service, we can define the size of your market. What message would resonate with this segment? Which media would be most successful in reaching them?
Three ways to access our expertise
Depending on your needs and budget, we offer three ways in which your company can tap into our expertise and data.
- Participate in a shared-cost study with the ability to insert the equivalent of half a page of your own proprietary data in our questionnaire.
- Tap into our own previously collected data.
- Hire us to conduct a proprietary psychographic segmentation study on your market’s motivational segments. From a proprietary study we can create a program allowing you to continue to classify new respondents into your own psychographic segments.