er market social and political issues. In each of these uses psycho graphic research gives the marketer added information about the customer, and more insight on how to better appeal the product to the consumer. In some cases psycho graphic research can reveal information or facts to the marketer that were not known or obvious before. For example a facial cream manufacturer found out that the major consumers of its products were older women rather than the younger target market they had been focused on. In any case psycho graphic analysis is a useful tool when used in conjunction with demographics. The following are several examples of companies that used psycho graphic analysis. MotorolaMotorola needed a 360-degree understanding of cellular phone users to guide the strategic design direction of their next generation of cell phone products. They designed an approach to make cell phone users come alive for the designers. To include a full range of perspectives they observed callers in their homes, videotaped them on the road, in fact anywhere they found the participants using their cell phones. They then asked them to photograph their busy lives to reveal nuances in addition to the consumer interviews conducted. They also spoke with management and industry experts before developing a well-rounded lifestyle segmentation of cell phone users visually enriched with photos taken from a database of over 4000 photos that consumers contributed to the process. They then conducted one-on-one interviews with consumers to further understand perceptions of cell phones and gather their reaction to new cell phone prototypes to aid in specific design decisions. Motorola’s marketing team and designers were able to immediately incorporate their findings by selecting the best performing design concepts. Lifestyle segmentation is now integrated throughout Motorola’s cell phone division to target future product development and hone effective mark...
