Radar – The psychographic profile of Switzerland. Proven since 1974.
The Radar psychography is a tool developed by DemoSCOPE that has been successfully used for over 40 years to segment individuals based on their value systems.
Psychography aims to describe a person and their character as comprehensively as possible. In the context of marketing, this is extremely valuable, as traditional socio-demographic target group definitions are no longer sufficient for professional product or brand positioning. The key determinants of purchasing and consumption behavior are primarily the values of consumers. These determine what type of marketing, positioning, and communication style are appropriate for a given target group—and this is exactly what Radar psychography measures.
As early as 1974, DemoSCOPE began trend research under the name PKS – Psychological Climate of Switzerland, from which today’s Radar psychography emerged. In 2007, WEMF AG for Advertising Media Research also integrated Radar psychography into its MACH research system. The segments of Radar psychography are positioned along the dimensions progressive/conservative and inward/outward orientation, enabling precise and targeted segmentation.
Your Benefits
- Standardized psychographic test
- Reliable and accurate since 1974
- Gain a deeper understanding of your customers
- Adapt your products and services to specific target groups
The Psychogram
The psychographic space is an arrangement of value systems in a two-dimensional model with the axes “progressive – conservative” and “outward-oriented – inward-oriented”.
The psychogram divides the psychographic space into eleven equally sized population segments. Each of these segments is characterized by specific value systems, distinct communication styles, or consumption patterns.
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