Psychographics & the 5-Factor Model of Personality

Demographics from Google Analytics

The demographics from GA show that females in the top 3 age ranges all share the same interest. One hypothesis is that the data is captured from work-related searches VS non-work browsing (probably done on mobile devices). What from this demographic can we answer for?

Personalities: can be derived from 5-Factor Model of personality traits:
- extraversion (outgoing/energetic vs. solitary/reserved)
- agreeableness (friendly/compassionate vs. critical/rational)
- openness to experience (inventive/curious vs. consistent/cautious)
- conscientiousness (efficient/organized vs. extravagant/careless)
- neuroticism (sensitive/nervous vs. resilient/confident)
Lifestyles: According to the Princeton Review, travel agents are focused on how to get the best value out of their clients travel budgets.
- They are largely a salesperson
- There is no margin for error for their work
- They spend most of their time at their desk in front of a computer, they work more than 40 hours a week in a variety of shifts
- Their work is very repetitive and tedious, which is cited as the biggest downside to the profession
- They love to travel
Interests (work-related):
- Hotels & Accommodations
- Air Travel
- Cruises & Charters
- Travel Agencies & Services
- Celebrities & Entertainment News
- Beaches & Islands
- Residential Sales
- News/Weather
Opinions, attitudes, and beliefs: Survey questions about politics & religion will help fill this knowledge gap.
Values: Using value-language (listed below) in the survey questions will help fill this knowledge gap:
- vanity
- money
- power
- fame
- perfection
- knowledge
- experience
- uniqueness
- relationships
- control

Questions for Surveys

Barrier questions:

Login Issues?
Pricing / Booking Issues?.
Payment Issues?

Demographic alignment questions:

Please select your gender:
- Female
- Male
- Do not wish to answer
Please select which age range you fall into:
- 18 – 24
- 25 – 34
- 35 – 44
- 45 – 54
- 55 – 64
- 65+
How long have you been a Travel Agent?
- 1 year
- 2 – 3 years
- 5 – 10 years
- 20+ years

Extraversion for disagree/agree questions:

I make friends easily and have new experiences. (Values: Experiences)
I talk to a lot of different people at social events.
I can be hard to get to know.

Agreeableness for disagree/agree questions:

I believe in faith and that life provides what I need. (Opinions, attitudes, and beliefs: Religion)
I am easy to satisfy as long as it doesn’t hurt the bottom line. (Values: Money)
I accept people as they are, because I value trust and good communication. (Values: Relationships)

Openness to Experience for disagree/agree questions:

I get excited by new ideas and experiences. (Values: Experiences)
I tend to vote for conservative political candidates. (Opinions, attitudes, and beliefs: Politics)
I believe in a higher power in my life. (Opinions, attitudes, and beliefs: Religion)

Conscientiousness for disagree/agree questions:

I pay attention to details especially in my social relationships. (Values: Relationships)
I do a lot of research, make plans, and stick to them. (Values: Knowledge)
I get chores done right away.

Neuroticism for disagree/agree questions:

I am relaxed most of the time.
I am not easily frustrated.
I remain calm under pressure.

Notes

Gender: Female | Age: 45 – 54 | Users: 16,843

The top demographic data for the Book environment since 2019 reveals a persona type for a 45 – 54 year old female living in California. How ever the interest is fairly similar as one would expect for this age/gender demographic.

Region:
- California:
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 590
    - Travel & Transportation/Transportation/Air Travel: 538
    - Travel & Transportation/Transportation/Cruises & Charters: 366
    - Travel & Transportation/Travel Agencies & Services: 305
    - Arts & Entertainment/Celebrities & Entertainment News: 247
    - Travel & Transportation/Tourist Destinations/Beaches & Islands: 216
    - Real Estate/Real Estate Listings/Residential Sales: 167
- Texas:
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 380
    - Travel & Transportation/Transportation/Air Travel: 310
    - Arts & Entertainment/Celebrities & Entertainment News: 239
    - Travel & Transportation/Transportation/Cruises & Charters: 219
    - Travel & Transportation/Travel Agencies & Services: 185
    - Travel & Transportation/Tourist Destinations/Beaches & Islands: 167
    - Food & Drink/Cooking & Recipes: 135
    - News/Weather: 133
    - Real Estate/Real Estate Listings/Residential Sales: 125
- Florida:
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 322
    - Travel & Transportation/Transportation/Air Travel: 291
    - Travel & Transportation/Transportation/Cruises & Charters: 247
    - Travel & Transportation/Travel Agencies & Services: 186
    - Arts & Entertainment/Celebrities & Entertainment News: 175

Gender: Female | Age: 55 – 64 | Users: 16,149

The both age ranges (45 – 54 & 55 – 64) share the same type of interest.

Region:
- California:
  - Interest:
    - Travel & Transportation/Transportation/Air Travel: 713
    - Travel & Transportation/Hotels & Accommodations: 706
    - Travel & Transportation/Transportation/Cruises & Charters: 516
    - Arts & Entertainment/Celebrities & Entertainment News: 354
    - Travel & Transportation/Travel Agencies & Services: 336
    - Travel & Transportation/Tourist Destinations/Beaches & Islands: 257
- Florida:
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 338
    - Travel & Transportation/Transportation/Air Travel: 311
    - Arts & Entertainment/Celebrities & Entertainment News: 203
    - Food & Drink/Cooking & Recipes: 141
    - News/Weather: 124
- Texas
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 329
    - Travel & Transportation/Transportation/Air Travel: 313
    - Travel & Transportation/Transportation/Cruises & Charters: 274
    - Arts & Entertainment/Celebrities & Entertainment News: 239
    - Travel & Transportation/Transportation/Cruises & Charters: 216

Gender: Female | Age: 25 – 34 | Users: 15,613

Region:
- California:
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 496
    - Travel & Transportation/Transportation/Air Travel: 455
    - Travel & Transportation/Tourist Destinations/Beaches & Islands: 253
    - Travel & Transportation/Travel Agencies & Services: 241
    - Travel & Transportation/Transportation/Cruises & Charters: 216
    - Arts & Entertainment/Celebrities & Entertainment News: 175
    - News/Weather: 144
    - Real Estate/Real Estate Listings/Residential Sales: 142
- Texas:
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 311
    - Travel & Transportation/Transportation/Air Travel: 257
    - Travel & Transportation/Tourist Destinations/Beaches & Islands: 158
    - Travel & Transportation/Travel Agencies & Services: 153
    - Arts & Entertainment/Celebrities & Entertainment News: 141
    - Travel & Transportation/Transportation/Cruises & Charters: 113
- Florida:
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 243
    - Travel & Transportation/Transportation/Air Travel: 197
    - Travel & Transportation/Travel Agencies & Services: 128
    - Travel & Transportation/Transportation/Cruises & Charters: 111
    - Arts & Entertainment/Celebrities & Entertainment News: 103
    - Travel & Transportation/Tourist Destinations/Beaches & Islands: 94