Online Social Media data can be used to effectively measure the psychographics since it happens in a natural setting, is asynchronous and reflects intended persona of the individuals.

User Generated Content (UGC) in a natural setting:

Connect social media data with psychometrics

Enriched profiling of customers while preserving PRIVACY

Consumer centric products and solutions

Community psychological health

Psychographics is more qualitative in comparison to traditional quantitative research methodologies. Perhaps the most time-efficient means of gathering psychographics data is using detailed analytics data. Social media platforms are arguably better suited to the gathering of psychographic data virtue of the wealth of personal information these services possess about their users.

Psychographics is an exciting and fascinating field of study that can be immensely beneficial hoping to gain greater insight. Combining more subjective psychographic data with traditionally empirical marketing metrics can be tricky, but the potential gains make it well worth exploring.