AudienceSCAN®
Psychgraphic Research

Psychographics describe what people value, believe and aspire to, while demographics describe who they are on paper. Demographics include age, gender, income, education and ZIP code. Psychographics explain why a 45‑year‑old suburban woman earning 90k donates to animal charities, loves boutique fitness and chooses eco‑friendly brands.

AudienceSCAN uses psychographics, consumer behavior and early-​cycle purchase intent to show what your best customers care about, how they shop, which media they use, and what motivates them to buy or switch providers.

AudienceSCAN is built for marketers, agencies, media sellers and business development teams that need to find high-​value prospects, craft relevant messages, and prove campaign impact to clients and stakeholders. It should also be used by business owners, founders and C‑Suite executives to identify shifts in their customer base so they can optimize future strategies.

AudienceSCAN identifies early-​cycle buyers, frequent purchasers, potential switchers, future event attendees and aspirational purchasers so you can influence them before they choose a competitor. The early warning of their purchase goals in the months ahead gives you time to build top-​of-​mind awareness for your brand — often before they ask AI or conduct a Google search.

1. Planned Purchasers
Consumers who actively plan to make a purchase or out-​of-​pocket payment in the next 12 months – includes home, medical, automotive, vacation, fashion, technology and leisure purchases. You can also get exclusive insights on planned purchases by decision-​makers of U.S. businesses with 20+ employees from our proprietary B2B BuyerSCAN study.

2. Frequent Purchasers
Consumers who purchase the same type of product multiple times during a typical week, like ordering breakfast from a fast food restaurant. This also includes consumers who partake in the same activity multiple times per week, like going out with friends or going to the gym.

3. Potential Service Switchers
AudienceSCAN reveals the attitudes of consumers who are unhappy with a current service provider – like doctors, wireless or health insurance – and may already be looking for alternatives

4. Future Event Attendees
Consumers who plan to attend any of 35 kinds of events in the next 12 months, like an auto show, health fair or ethnic festival.

5. Aspirational Purchasers
Consumers who want to achieve or attain a personal goal in the next 12 months, like getting engaged, losing weight, going back to college or being more proactive in planning for retirement. Consumers desiring to make this kind of transition may also make them planned sellers of items like houses, cars and boats — as well as consumer goods to consignment or second hand outlets.

You can use AudienceSCAN personas to select smarter target segments, align creative with consumer motivations, choose the best media channels and refine sales pitches, improving response rates and return on ad spend.

AudienceSCAN is updated annually using a large, nationally representative online panel of U.S. adults, with strict controls for geography, age, race and ethnicity, income and gender to keep insights current and reliable. If sample size permits, the data is also available for up to six U.S regions.

AudienceSCAN combines psychographics, media behavior and purchase intent into one integrated dataset, giving you a practical way to see who your ideal customers are, what they value, and how to reach them most effectively.