Beyond Demographics: How Psychographics and Motivational Data Are Transforming Advertising – The evolution of audience understanding

By Margo Hock

Demographic data has long been the cornerstone of audience targeting. Age, gender, income, education, marital status and so on — these familiar attributes have shaped everything from media buys to creative briefs. But in today’s marketing landscape, where personalization reigns and attention is scarce, knowing who your audience is simply isn’t enough. To cut through the noise and truly connect, brands must understand why people act the way they do.

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Courtesy of The Association of National Advertisers