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Psychographics are a way to measure consumers’ beliefs, opinions, and buying habits. Rather than demographics which use age, income, gender and other quantitative data, psychographics provide a way to understand more qualitative data. Psychographics can be extremely helpful to predict differences in buying patterns and stimulating ideas for communicating with the target group.

There are 50 categories or segments of the "buying public" as defined by National Decision Systems. Of those 50 segments, several will be highlighted below. In reviewing the final data, the base line index for normal comparison is 100, i.e. any number above 100 is above the norm while any number below 100 is below the norm.

75% of South Bay Area residents surveyed dine out for lunch and dinner weekly.

For example, within a five-mile radius of 1st and San Fernando Streets in Downtown San Jose, there is a significant segment called “Mid-Life Success” which encompasses households with a very high income living in suburban areas. They are described as, very likely to own a PC, more likely than average to save over $20,000 annually, and likely to be informed by reading newspapers and news magazines, and listening to NPR.

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Mid-Life Success. These are households with very high income living in suburban areas. They are homeowners with very high property values, primarily working in white-collar occupations such as sales.

This segment is very likely to own a PC, and use on-line and Internet Services. They are more likely than average to save over $20,000 annually, and 20% have more than $200,000 in investable assets. They keep informed by reading newspapers and news magazines, and listening to NPR and news radio stations.

Great Beginnings. Households with one or two adults, renting in urban and suburban areas. Their household income is slightly higher than average, as is the percent with college degrees and white-collar occupations.

This segment is likely to eat in Mexican and Asian restaurants. They exercise in a variety of ways including: tennis, weightlifting, jogging, aerobics, & going to the beach. They drive imported cars, own pagers and are heavy Internet users. They watch MTV and VH-1, and listen to Top-40 and classic rock stations.

These are typically married couples with young children, living in suburban and urban areas. They have high income and education levels, are home owners and work in white collar occupations.

This segment is very likely to have a mortgage on their primary residence and they have the highest share of second mortgages. They are the most likely of all segments to have shopped at Home Depot in the past month.

These are typically 25 to 39 year olds living in non-family households with one or two people. They are concentrated in urban areas, are renters, have above average household and per capita income.

A Good Step Forward individuals are likely to read Vogue, Glamour, Cosmopolitan, and other women’s fashion magazines, along with Rolling Stone and GQ. They listen to classic rock radio stations and watch VH-1. They are also likely to have renter’s insurance, own mutual funds, eat at upscale restaurants, and shop at The Gap.

These households are typically married couples with one or no children at home. They have an above average household income, own their home, and are primarily concentrated in the suburbs.

This segment tends to have a great deal invested in their homes. They get their carpets professionally cleaned, shop at Home Depot, and have had a home energy audit. A relatively high percentage finance these and other improvements with a home equity line of credit or a second mortgage.

Upper Crust. These are families with older children located in the suburbs. They have very high levels of income and education and work in executive and managerial, sales, and other white-collar occupations.

These are the most active households in many financial services including: investing in stocks, mutual funds, money market accounts, and using brokerage services. They are large contributors to PBS and shop at high-end department. They are very likely to own a cellular phone, two or more home PCs, and a home fax machine. They like to keep informed by reading The Wall Street Journal and listening to all news radio stations, and they relax by listening to NPR and classical music radio stations.

Movers and Shakers. These are typically households containing singles and couples with two workers and no children. They live in the suburbs and some urban areas and have high levels of education and income.

They are over twice as likely to dine at upscale and full-service ethnic restaurants, own a PC which they use for on-line and Internet services, and to obtain investments from a full-service broker. They are more than twice as likely as average to listen to NPR and classical music on the radio.