Answered By: Mary Francis
Last Updated: Aug 04, 2014     Views: 131

What is the product for which you're trying to find psychographic information?  Usually, it works to search for magazine and journal articles in the research databases "Business Source Premier" and "ABI-INFORM", combining the name of your product with the phrases "consumer behavior" or "consumer attitudes."  If your product is somewhat unusual, the product terms you use might need to be for a similar product rather than the exact product you are researching. Or you might need to use a broader category than the specific product you are researching.  For example, if you were researching a toothbrush product, you might try these searches:

toothbrush* AND "consumer behavior"

toothbrush* AND "consumer attitudes"

Note that the asterisk is used to search for alternative word endings, so toothbrush* will pull out articles that use the words toothbrush, toothbrushes, toothbrushing. The quotation marks force the database to search for the words within quotes as a phrase; that is, in the articles found by the search will have the words side-by-side in the order typed (consumer attitudes). The "AND" tells the database that BOTH the word(s) before and the word(s) after the AND must be in every article in the results list. In other words, in the second example search above, every article in the results must include both the toothbrush concept (toothbrush, toothbrushes, or toothbrushing ) and the phrase 'consumer attitudes.'

You will need to then scan the articles to find the few sentences or few paragraphs that address attitudes or behaviors related to the product.  Note that it's unlikely you'll find articles entirely devoted to or even mentioning psychographics for the product. Instead, you'll need to scout through the articles to find the attitude and behavior elements discussed in relation to marketing a product and apply them to your situation.

If the searches you try don't work, you may need to consider broadening or changing either the product part of the search, the consumer part of the search, or both.  For example if the search above failed to produce articles with the desired information, I might try the following searches:

toothbrush* AND consumer*

toothbrush* AND (attitude* OR behavior*)

(teeth OR tooth) AND consumer*

(teeth OR tooth) AND (attitude* OR behavior*)

If you are still having trouble, tell us your specfic product, and we may recommend other search solutions. Have a good day!