In this era of complicated information, building a psychological portrait, that is, this is really something worth discussing and studying! The so-called psychological portrait is to deeply analyze the invisible aspects of the inner psychological characteristics, lifestyle, values, emotional needs of an individual or group! This is very useful in many fields, such as market research, precise marketing, and personalized services.
Next, let’s break down the key contents of building psychological portraits in different modules.
1. Data collection
We have to collect all kinds of data related to people’s psychology. Building Psychographic Profiling is like collecting fragments of puzzles. Only by collecting all the fragments can we restore the complete appearance. There are many sources, including social media data. Now social media is a big stage for people to express their feelings and show their lives. Various dynamics, likes and comments reflect their hearts! There are also questionnaire surveys, which set up some in-depth questions to understand people’s preferences and attitudes. However, you need to spend more time designing a questionnaire… and the consumption behavior record can show which products they are interested in and where the consumption level is.
2.Analysis method
First of all, there is a behavioral analysis method. When we observe people’s daily behavior, such as the time, frequency, habits of purchase, etc., we can see many tricks! For example, people who often buy things at night may be busy during the day. The correlation analysis method is also very useful. If you find that many people who buy milk will also buy bread, there may be potential psychological needs here. Cluster analysis method is to aggregate people with the same characteristics together to facilitate in-depth study of their commonalities…
3. Model building level
To build a model, you must base the collected analysis data. Commonly used is the decision tree model, like a layer of forks, which determines people’s psychological types layer by layer based on different data characteristics… and also a logistic regression model to find the logic between specific factors and psychological states. When choosing more models, try different parameters. Only when adjusting them properly can you accurately reflect the subject to study.
There are many details about building a psychological portrait here to talk about in the Q&A
Q: How much is the appropriate data collection?
Answer: It depends on the purpose of the research. If the survey is conducted on a large scale, the sample must be large enough to be representative! If you do a small-scale meticulous research, you can have fewer samples, but don’t forget to have a certain amount of data to ensure scientificity.
Q: Just use one analysis method or try it?
Answer: Well, it is actually best to combine multiple methods, because each method has its advantages and limitations! Maybe one method is easy to use when analyzing a certain phenomenon, but it won’t work if you change the scenario… Multiple methods can be combined to understand the object you want to study in a more three-dimensional and comprehensive manner.
Q: Can the model be universal?
Answer: No! The data attributes of different industries and scenarios vary greatly, and psychological types may not be common. Just like financial data and educational data are completely different, how can we use a unified model… we must build it according to our own needs.
I think building a psychological portrait is very complicated and complicated, but it can bring us great value. It can help you understand the deep-seated ideas and emotions of the target audience, and allow various fields to make adjustments and responses based on actual conditions, which is more helpful to carry out various activities and work. It is worth spending more time thinking about it… Provide global procurement services for weak current intelligent products!
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