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Background
Psychographic data is as useful as demographic data to marketers.
"Neatniks"
Hoover -- demographic
Retailers -- psychographic
More people believe good grooming is crucial to staying healthy
Housecleaning is a regular activity
Personal hygiene and cleanliness as best way to maintain good health
The Yankelovich study is primary date.
Because the date was gathered specifically to answer questions about the Neatniks.
The conductors of this study are getting this information firsthand and not gathering it and compiling it from other sources.
Yankelovich want to gain more understanding of a particular segment of the population that believe that "having a cleaning, spotless home is important in personal life today".
Customer geographic data
Behavior data
Develop products that target the same market
They can market their products health and cutting edge.
They can show how the vacuum helps them conquer tasks quickly and without aid.
They can market the vacuum especially to single mother and women who may get satisfaction out of efficiently cleaning their house.
They can also streamline their product so that it is easier to use