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Psychographics & the 5-Factor Model of Personality

September 21, 2021 by danma Leave a Comment

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

Related

Filed Under: Web Usability, Work Show Case

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