Psychographics

You've heard of demographics, right?

Well, today, I learned about psychographics. These are generalizations, or stereotypes, based on phychological and behavioral profiles.

There are 7 categories of pschographics and each one can be described by stating which type of watch a person in that category would wear. OK, that's simplifying it a little bit too much, but just read on and you'll probably have a pretty good understanding of each category.

1. Belonger: If he wears a watch, it's probably a Timex. Takes a lickin' and keeps on tickin'.
2. Achiever: If he wears a watch, it's probably a Patek Philippe because Rolexes have become too common. (If you've never heard of Patek Philippe, don't feel bad, neither had I)
3. Emualtor: If he wears a watch, it's probably a cheap imitation Rolex because that's better than being seen wearing a Timex.
4. Socially Conscious Type A: If he wears a watch, it's probably a solar-powered one with a recycled wristband.
5. Socially Conscious Type B: If he wears a watch, it's probably something from an army surplus store.
6. Balanced: If he wears a watch, it's probably a Citizen because it's not the cheapest watch out there, but there's no need to spend the money to buy a Rolex.
7. Needs-Driven: If he wears a watch, it's probably a Fossil. (I can't remember the reasoning behind the Fossil, sorry!)

There are plenty more descriptions of each category, which I'll share soon, but I thought the watch illustration was pretty telling.