This is true for marketing and for communication projects, but also for product research, development and support as well.

My last post was about Sociographics and the way they can be a new kind of approach to the target. Everything in that post derived from a recent experience I had in Scotland. Everything, though, was very much focused on the experience that inspired the reflection about Sociographics (the Scottish trip). Here I'd like to point out more precisely a quick how-to reference to start using it.

If you're a marketer or communicate to a given audience, you know very well how important it is to know and understand the people who are a part of that audience.
Please note: this kind of approach has a lot to do with people and a little with technology: the internet enables a lot of possibilities but it's not the only way to apply the Sociographics approach. It certainly makes it a lot - really, a lot! - easier.

What's the Sociographics approach about?

Sociographics is about integrating more traditional kinds of target study with a deeper insight into people, meaning individuals.
Sociographics is a "third layer" that integrates with two other layers: demographics and psychographics.

• When we talk about demographics, the focus is on general aspects of the target: on the people a certain product refers to, on their age, gender, educational attainment, employment status, location and everything that can define a group of people by general, quantitative data;
• Demographics are integrated then with psychographics: a deeper insight into people behaviour, still based on quantitative studies of groups of people. This allows to define how they usually (note: "usually" is important) react to given inputs and what their general needs, values and attitudes are.
• Sociographics is an approach that must be integrated with more traditional approaches. It's a qualitative way to study the target understanding personal needs, profiles, attitudes and passions. It also allows to understand an individual's social graph (the group of peers connected to the person), giving the possibility to involve a wider range of people.

How can we deal with Sociographics?

Looking at Sociographics under a practical point of view, there are a few important steps that can be taken to study the target with this approach. I would like to hear your opinion: add more suggestion and activities to this list.

• Find influencers and / or relevant people for your brand and product;
• Gain insight about product and brand by: listening to their conversations (observing) or interacting with them. This can also give suggestions to expand, modify or develop a better demographics and psychographics approach;
• Give important people and influencers the right recognition: they can be rewarded for what they've done and what they can do for your brand and for the community around it;
• Boost their brand and product experience, making sure that they perceive the right message and spread it to their audience;
• Motivate them: everyone wants to be recognized for doing a good job. So do your consumer
• Embrace what they're building by themselves: if they're setting up initiatives that are valuable for the community, support them, expand them and let anyone be a part of them;
• Try to be proactive in the conversation, feeding the community with thoughts and ideas and listening to what the community gives you in exchange

Through Sociographics you look at the consumer with a deeper understanding of personal needs. You empower the consumer and build a valuable community around the brand.
What do you think about it?
Have you already implemented this approach in some of your projects?
Have you been a part of a similar approach as a consumer?
What would you add to this checklist?
It would be great to hear your thoughts in the comments.