Psychographics

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    • 00:11

      MICHAEL W. GAMBLE: Before we get to psychographic information,we have to talk for minute about demographic informationthat a speaker needs to know about his or audience.The speaker needs to know what's goingto be the age of this audience, what ethnicitythe audience has, what group-- groups they're affiliated with,what socioeconomic background these folks have.

    • 00:33

      TERI KWAL GAMBLE: And of course, theywant to know that information because theywant to be able to pick their examplesand supporting material so that theyresonate with that audience.But we think the why speaker doestwo different kinds of audience profiles.And the second kind of profile is a psychographic profile.

    • 00:55

      TERI KWAL GAMBLE [continued]: And here they're digging deeper.They're trying to find out more about the preferredlifestyle of audience members.They want to know what they dream about,what they're frightened about, what their attitudesand beliefs are so that they can furtherrefine the appeals of their speech to resonate again

    • 01:16

      TERI KWAL GAMBLE [continued]: with the receivers.To reflect their dreams, to reflectwhat they hope their life will be like.

Psychographics

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Abstract

Psychographic information goes beyond demographics for speakers who want to connect with their audience on a deeper level.

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Psychographics

Psychographic information goes beyond demographics for speakers who want to connect with their audience on a deeper level.

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