How can you possibly market successfully without a complete picture of your customer?

With HYPE profiling and reporting you will be in the perfect position to fine tune your product strategy, focus your communication, and therefore optimize your marketing budget.

HYPE is a psychographic profiling system, which can be utilized on your existing customers, target market or provide information to approximate a picture of your target market.

There is no point in communicating with your target market if you don't know HOW to communicate with them.

HYPE is thorough, accurate and will provide you with comprehensive, directly applicable information about your current and future customers. We can even customize our profiling to include survey questions applicable to your company, eg. lifestyle and attitudes, media consumption habits(including TV, Radio, Newspapers, Magazines, Cinema, Catalogues, Pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and even recreation and leisure activities.

Understanding HYPE

HYPE can assist you to effectively uncover hidden patterns of consumer behavior to capitalize on. Target your specific market segment and audience by understanding their psychographic characteristics, including lifestyle, behaviours and purchase preferences that drive their buying decisions.

To give you an example: Are your market risk-takers? Are they detail focused or big picture people? Do they respond better to images or text? Do they like to be challenged or made to feel safe and secure? What is your market’s personality? You need to know everything about this person: what turns them on; what turns them off; which terms catch their attention; what holds their attention; and what makes them tune out.

Once you have defined who you are dealing with in psychographic terms, you will have a distinct market advantage.

Why utilise HYPE?

Understanding the psychographics of your target market can be very revealing. Information about their likes and dislikes goes a long way in making determinations about whether or not they are likely to purchase your product or service. With information about their preferences and lifestyles, you can successfully target the segments most interested in your product/service and effectively reach them with a message that speaks directly to them.

HYPE provides detailed information that will help you effectively spend your marketing dollars – rather than sending a mailing to everyone in the area, you can send direct mail to those people who will likely respond and make a purchase.

HYPE focuses on a person's psychological makeup, and how it differentiates their actions to other people, in this case in respect to their buying habits and what types of marketing and advertising works best on each group.

The thing to remember is that your advertising and marketing efforts need to be targeted to one group and one group only. If you want to sell your products to two different Psychographic groups, you need to create two advertisements, two different marketing campaigns, each targeted towards one specific group, and published in such a way that it is focused onto this group.

How it works

HYPE defines people into one of eight groups. Once you have identified your target market and your target audience for your product or service, this will help you choose the approach of the offer. Defining and segmenting your customers based on their personality allows you to customise your communications with them.

People respond best when they are approached in their preferred communication style.

Customers complete a simple personality questionnaire which is then assessed. Your HYPE Diagnostic Report provides aggregate personality data on those profiled including preferred communication style, buying motivators, values and even their fears. By explaining psychographic characteristics, HYPE allows marketers to speak to each segment of their market in a way that is consistent with their personality.

Personality specific communication = higher conversion

Targeting specific personality types and tailoring your marketing messages to them increases conversion. Your HYPE Diagnostic Report will also provide recommendations on how to communicate with each group more effectively.

With HYPE on your team there is no more guesswork or assumptions. Just precise, powerful facts!