You Need Emotional Intelligence

Using Psychographics Segmentation to Make Your Ads Pop Through the Clutter

psychographics segmentation

You're undoubtedly always looking for new and innovative ways to reach your target audience as a business owner. And while demographics-based targeting is still a hugely important tool, it's no longer the only option available to you. Thanks to advancements in technology, you can also use psychographic segmentation to create more targeted ads that resonate better with your ideal customers. Below is how.

What is Psychographics Segmentation?

Psychographics segmentation is a type of market targeting that focuses on the psychological and social factors that influence people's behavior. Unlike demographics, which refers to a person's age, sex, location, and other traits, psychographics is based on a person's attitudes and values. In this sense, it helps to paint a holistic picture of what motivates us as consumers.

In the context of internet use, this information helps marketers know more about their target customers' likes and dislikes regarding particular products or brands. This can help creative craft campaigns that resonate better with these customers.

How to Use Psychographics Segmentation to Make Your Ads Pop Through the Clutter

There are several ways to use psychographic segmentation to create more effective ads. Below are some of them.

Target Specific Pages

The simplest way is to target specific page types where your audience hangs out, such as entertainment sites or news blogs. By targeting these pages with ads for products relevant to their interests, you put yourself in a position to capture the right customers at the right time. This works because users on these pages are often passionate about what they click on and read, so the messaging within your ad needs to be equally compelling.

Product Based Segmentation

Another approach is through product-based segmentation. Here, you can create campaign formats that specifically address customer concerns and preferences for a specific type of product or service offered by your company. For example, an online retailer might choose to run a series of ads that highlight different product attributes based on their psychographic profile.

These might include details about delivery options, return policies, and even special deals. By carrying out a survey for customer satisfaction, you will highlight the features most relevant to this particular group of customers and consumer insights hence reach them in a more targeted way. They'll also appreciate the focus on their specific concerns, making them more likely to pay attention.

Brand Based Segmentation

Another great way is through brand-based segmentation, where you create ad formats that showcase your company's positive traits from the customer's perspective. These campaigns typically revolve around showcasing real customer testimonials or case studies that speak to your company's reliability and effectiveness in solving specific problems for people like them. This type of campaign has the added benefit of making you look more credible and approachable to those who may not know much about your brand.

Ad Formats Based on Personality Type

You can also create ad formats that cater to specific personality types when using psychographic segmentation for marketing. Again, these include general and brand-specific options, where creative is aimed at particular demographics or psychographic groups focusing on their status updates, posts, and tweets. These ads can effectively promote company events such as webinars or meetups, helping users get excited about the things they will see and do when they visit your site.

It is important you understand emotion so that you can create ads that provide emotional connection between your brand and the customer.

Ads Based on Social Class

It is said that higher-income households are more likely to buy luxury items over lower-class ones. They want to show off their social and economic status by owning and flaunting brands and products that display wealth and power. On the other hand, people of lower-income classes purchase more everyday items such as budget-friendly fare since these are essential for their daily living.

How people view ads also depends on social class. For instance, lower income-households tend to like ads that are "in your face." These include coupons and discounts they can use on everyday items such as food staples. They also do not mind seeing promotions for restaurants, bars, and social events.

People of higher-income classes prefer ads with a more subtle approach. They like billboards and print ads that feature more extensive text and detailed photographs. They are also more likely to notice ads in magazines, newspapers, the Yellow Pages, and the radio.

Another way is to find out if they are socially active online, which indicates their social class. The idea is that people from a lower class generally do not have networking opportunities. In contrast, upper classes participate in activities like charity fundraising and spend more time on social networks. This data can be helpful when deciding what type of product to promote or how much to spend on marketing.

Ads Based on Lifestyle

In addition to social class, lifestyle is another psychographic segmentation in marketing that affects an individual's advertising preference. For instance, those with a "liberal" lifestyle tend to enjoy ads for products and services related to art, culture, and recreation. By contrast, those with more conservative lifestyles prefer ads for things such as home improvements and cars since these items help them fit in with their peers.

Ads based on lifestyle can help your business tap into a much larger potential client base, which in turn boosts your profits and overall revenue. If you can understand the types of products and services that fit into various lifestyles, you can create ads that appeal to them directly, helping drive your bottom line up and drive your competitors down.

For example, if you are in the travel industry, people who have a "liberal" lifestyle are your primary customers. They promote activities that break away from the norm, such as world exploration and experiencing other cultures. If you offer city tours or adventure vacation packages, your ads will appeal to them than those targeting people with more conservative lifestyles.

Ads Based on Social Circles

Like how people prefer different ads types depending on their social class, they also have preferences based on the kinds of people in their social circles. For example, suppose your target customers are small business owners or entrepreneurs. In that case, it's best to market to them directly through Facebook ads rather than trying to reach them through an ad on a general-interest magazine or website.

In addition to being online, entrepreneurs are typically more likely to keep up with the latest news and developments in their industry. This makes it essential for you to ensure your ads contain current information relevant to what they need. For instance, if you're selling office supplies and equipment, you might run ads about the latest new gadgets and gizmos entrepreneurs can use for their business.

When writing your Facebook ad copy for market testing, consider including specific details such as dates and time limits to make it seem more personable. For instance, "Get 50% off of new laptops before this Friday" is more effective than "Save 50% off on laptops."

Ads Based Company Culture

Most of the advertisements you come across are targeted at a general audience. These ads rely heavily on appealing to the lowest common denominator, so they typically feature bright colors and happy images. Depending on your target market, this may or may not be effective for getting your point across.

People have varying tastes regarding what they like and dislike, what they consider to be good quality products, and so on. If you're in the business of selling luxury goods, for instance, then it's best to focus more on what makes your products stand out than trying to reach the masses with an ad that appeals to everyone.

The people behind these ads are typically looking to build brand awareness to promote their products. Since they target a particular group, the ads are usually based on company culture. For example, luxury automobile brands often focus more on prestige and exclusivity than technical details or high-tech features.

At the same time, this doesn't mean you always have to include images of your products in your Facebook ads. For example, if you're selling luxury cars, including pictures of the product won't necessarily help boost sales since people who buy these items already know what they look like.

Instead, focus on creating more personalized ads such as "Introducing the new 2017 Mercedes-Benz S Class" or "Luxury holidays at 5-star hotels." These are more likely to elicit a response since they catch the reader's attention.

Have a Target for Marketing Messages

When creating ads, the most important thing to do is develop a specific target for your messages. Of course, it's hard to pin down what the perfect ad copy would be since there are so many things you need to consider, including where your target customers are located, what they like and dislike, how much money they spend on various items, and so on.

What's important is that you keep refining your ad copy until it gets the response you want. You can't simply come up with something that sounds good in theory. The best way to test out new ad copies is trial and error by running several different versions of an ad using similar target audiences. If one version performs better than another, then you'll know what works for your product and what doesn't.

It's not good enough to develop an ad copy that sounds like it would work. It would be best if you put in the time, effort and the survey for market research necessary to run several tests and find out which ads perform best to get the best returns on your investment.

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How to Use Mock Trials in Case Evaluation and Trial Preparation

mock trials

The Importance of Mock Trials in Litigation

Mock trials may not be as common as other aspects of litigation such as depositions or discovery meetings but many lawyers, especially those who specialize in trial cases, consider them one of the most powerful tools at their disposal. An ejury is an opportunity for you to explore various contingencies with potential jurors and judges before any actual trial begins – which means you'll know exactly how each witness's testimony will play with any possible jurors before you ever get underway with your case.

What Are Mock Jury Trials?

A mock jury trial is a powerful tool for attorneys to evaluate their case prior to actual trial. It is an opportunity for a legal team to bring together potential jurors and hear what they have to say about both sides of a case. An ejury can be referred to as online jury, since lawyers can focus group various strategies and concepts before any major time or money has been invested in their work. In addition, they allow both attorneys and jurors to get comfortable with each other—and with seeing themselves in each other's roles, which can reduce anxiety during real trials.

To start, attorneys must first select a pool of potential jurors to serve on their mock jury. There are several ways to do so, including randomly selecting names from voter rolls or those who have been through jury duty before and asking people if they would be willing to participate in a trial. If your case is being held at an institution like a university, you can also post notices and survey students on campus. It's important that you create a fair and representative selection of potential jurors so that you know how your case will play out with different groups in different parts of your jurisdiction. Most online groups are conducted via Skype or some other platform that allows participants to appear together.

Why Do Law Firms Use Them?

The fact is that mock trials are one of most powerful tools for case evaluation and trial preparation. But what are they exactly? In a nutshell, they’re an effective way to recreate your entire legal case without actually going to court. Law firms use them to help assess whether their arguments have any basis in reality, or if there might be holes or vulnerabilities that can be exploited by opposing counsel. They can also give you valuable insight into how witnesses will perform under pressure, which will come in handy when you’re crafting your final presentation before a jury. And on top of all that, they are fun!

You can do these trials with witnesses and attorneys, and you’ll learn a lot about their strengths, weaknesses, and how they perform under pressure. You might even discover that some things you thought would be extremely powerful for your case might not be as effective as you hoped. Even though it’s great to get your legal case ready for trial, remember that nothing is more important than preparing yourself to appear before a jury. After all, if they don’t believe what you have to say then they won’t award any money—even if you have an excellent case. The best way to prepare yourself is by practicing answering difficult questions under pressure so when it comes time for actual trial everyone already knows what to expect.

Is a Mock Trial The Same As A Focus Group?

Because they were often done at law firms by junior associates, they sometimes got confused with a focus group. These groups are meant to gauge opinions and inform marketing efforts, but ejuries are designed for one purpose: helping lawyers better prepare for trials. These two concepts aren't interchangeable, but that doesn't mean you should discount them both. You should know what a focus group is before your firm decides whether or not to use them (hint: they're not used nearly as much today), and you should also familiarize yourself with these types of trials because of their many benefits. As long as you know why your firm wants to do them, then it will be easy to see if they make sense for everyone involved.

While there is no standard structure for how these trials are conducted, they generally fall into one of two types: process or result. Process mock trials are meant to mimic every step that happens during a real trial, so each side prepares evidence and calls witnesses to make their case. When these events happen, they're usually run like actual trials with a judge present to rule on objections and ensure everyone is following protocol. It may sound like a lot more work than doing it yourself, but one benefit is that your law firm can see how you perform under pressure. How do you handle objections? Are you quick on your feet when cross-examining witnesses?

What Can I Learn From a Mock Jury?

One of the most powerful tools for case evaluation and trial preparation is a mock jury trial. Mock trials, also known as simulated jury trials or focused feedback juries, give parties an invaluable opportunity to test their case and refine their arguments before spending tens or hundreds of thousands on actual litigation. In addition to providing rich insights into how jurors will perceive your client's story, mock trials can be used to gather important insight into pretrial issues (for example, creating a juror pool) and offer additional opportunities for direct jury contact. The use of mock jury exercises has been on a steady rise over recent years due to their popularity with both legal professionals and research consumers. Today more law firms conduct one or more online ejury trials per year than ever before.

What mock trials can tell you about your case: Mock jury research will reveal a lot about how potential jurors think and how they interpret your arguments. As opposed to the traditional focus group, these trials offer insight into not only what people think but also why they hold certain views. During litigation, judges and juries are required to reach their decisions based on both law and fact; mock trials provide important insights into how jurors analyze information based on each category. If your trial strategy is strongly grounded in legal precedent or if you expect a great deal of disagreement over key facts, then they are especially valuable for helping attorneys anticipate what arguments will resonate with jurors and which ones won’t.

How Does My Law Firm Benefit from Online Focus Groups?

In recent years, there has been a drastic increase in popularity for using focus groups as an integral part of marketing campaigns. However, lawyers have been slow to adopt such tools due to significant challenges and costs. Fortunately, a new wave of online focus groups are not only making these opportunities more accessible but also vastly improving their effectiveness. Here is a way that mock jury trials can benefit your law firm's litigation preparations

Focus groups have historically suffered from two significant limitations that have prevented them from being used as litigation preparation tools. First, a typical focus group can cost around $7,000 to host, which is far too high for most lawyers to be willing to foot. Second, it has proven difficult for participants to relate their everyday experiences and opinions into a legal context without some form of active prompting or outside information. While traditional focus groups are still valuable marketing resources, recent developments have made online mock jury trials an ideal tool for increasing trial readiness. Their ease-of-use makes them much more accessible than ever before. Additionally, since they mirror actual courtroom conditions (e.g., testifying under oath), they allow you to test your case theories and witness testimony with greater accuracy than would be possible otherwise.

How Do Ejury Focus Groups Work?

Jury focus groups are an important part of any trial preparation process. You can't talk to every person who will hear your case during jury selection, but a jury focus group allows you to get feedback from a small number of people who have gone through that process and have heard your case. With an online focus group, you can easily reach out to those people and get their honest opinions on everything from whether or not your evidence is convincing to what points you should emphasize. Focus groups are becoming more common as law firms continue to recognize their value, so it's more important than ever that you start thinking about how to use them now!

The goal of focus groups is to get feedback that can help you understand what works about your case and what doesn't. A good focus group will let you know if your evidence has convinced people, if there are any holes that need to be filled or specific points where people have concerns. Online focus groups allow you to reach out to as many people as possible and target participants based on factors like their geographic location or demographic information, so you can ensure that you're getting opinions from people who are actually likely to serve on a jury for your case. Focus groups also help eliminate selection bias—you'll be able to identify potential jurors who fit with a wide range of circumstances, rather than just looking at a narrow group of pre-screened individuals.

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A Mock Jury's Emotional Response Predicts Trial Verdict

For most trial lawyers, going to trial means presenting your side of the case before an actual jury of your peers – and the stakes couldn’t be higher because your client’s future and livelihood depend on it. What if there was another way to predict the verdict of a real jury – and avoid the risk, expense, and uncertainty that come with going to trial? In recent years, mock juries have been emerging as an effective alternative to traditional jury consulting that can help you determine how you should approach your actual trial.

mock juries

Here’s how it works: Your legal team assembles their ideal mock-trial tribunal by selecting several individuals who match your target demographic in age, gender, educational background, employment status, etc. The mock jurors then sit through all or part of your presentation in much the same way that their counterparts in reality would. As one might expect from any sampling pool, some people nod in agreement while others shake their heads when watching various moments throughout your performance.

What is a mock jury?

It may sound complicated, but a mock jury is exactly what it sounds like. It is a jury of people who are pretending to be jurors to judge something or someone. A mock jury can be used by lawyers to test how effective their case will be in front of a real jury. Most often, though, they are used for training purposes for people who may eventually serve on a real jury. Regardless, mock juries keep a level playing field for both you the lawyer, and your client when it comes time to go to trial.

How are mock juries created?

Creating a mock jury requires recruiting people from a variety of different areas that reflect those in your actual jury pool. You can use college volunteers, social media platforms and other mechanisms to recruit a diverse set of participants. In addition, you'll want to obtain demographic information about them so you can try to match them as closely as possible with those who will serve on your actual jury. For example, if most jurors are going to come from within a specific zip code, then half of your mock jurors should come from that area as well. If your actual trial is taking place at night or on weekends, then make sure that half of your mock jurors were recruited during those times as well.

Benefits of using mock juries

One of our favorite benefits of using mock juries is that it helps both sides predict how they will do in a trial. For example, if jurors feel that your client isn’t taking full responsibility for his or her actions (which can be difficult to tell during real trials), then you may want to make changes before filing suit—or settle for less money. Similarly, you can use mock juries to predict what damages might look like before trial—the more jurors think your client deserves compensation, the better you'll probably fare in court (i.e., If we try my case, I'm going to win $1 million). So don't just send mock juries home after completing one survey; talk with them individually and have them discuss their findings with each other.

How do virtual juries work?

To obtain e-juries, law firms pay about $750 to obtain a pool of 500 people from various demographic profiles. Then they randomly divide these 500 people into two groups: one group sees and hears a three-minute video clip and then votes on whether they think it’s funny or not. The other group does not see or hear any video and just reads transcripts of witness testimony. Next, both groups hear arguments from opposing counsels before voting again on their verdict. That’s all there is to it. If an attorney feels like using an e-jury is worth $750—especially in today’s legal climate—it can be a win-win situation for everyone involved because e-jury results are taken very seriously by U.S. courts.

Lawyers who don’t believe e-juries should be used say that juries shouldn’t take place online at all but rather consist of real people who come together in courtrooms face-to-face to deliberate on cases with lawyers present. They also note that people who participate in internet jury pools aren't always representative samples of society, so they may represent biased opinions rather than accurate representations of how actual jurors would rule if presented with similar evidence. But others point out that these characteristics are true for live jurors as well since selection processes aren't always carried out accurately during jury selection.

How to use mock jury focus groups

Before lawyers try a case in court, they will often use a mock jury focus group to test their arguments and witness testimony. This is done because of one simple fact: emotion trumps all else when it comes to reaching an online verdict. Having people sit on a jury for your case allows you to gauge how they feel about your arguments and what type of approach is most likely to sway them. Focus groups give you qualitative feedback rather than quantitative, so you’ll want to keep that in mind as you work through your presentation. While participants may not be able to identify specific examples of false information or flaws in logic, they will be able to tell you how they felt after watching certain evidence or seeing particular witnesses on stand.

When can you tell what verdict will be handed down?

Once upon a time, juries were sequestered until it was time to render their verdict, but these days, jurors are allowed to leave at regular intervals during trial. Still, lawyers pay close attention to who isn’t in court when they’re making their closing arguments and hope that means any absent jurors weren’t swayed by emotional reactions. However, given today’s advancements in technology and online culture , there may be some merit to crowdsourcing that emotional response after all—especially if you don’t trust your own instincts. That was what one law firm did when they created a mock jury of 300 volunteers and gave them videos of real trials.

What are they looking for?

If you're trying to determine if your case is worth using a virtual jury, it might be a good idea to find out what people think about it. That's where mock juries come in. For trial lawyers, asking potential jurors their opinion on video evidence is crucial when deciding whether or not to take a case to court. But an online jury takes things one step further—it allows trial lawyers to ask dozens of potential jurors what they think at once by giving them access to online videos and letting them watch and react without having any knowledge of other responses (which means there are no biases).

How can an e-jury help my case?

The power of emotions to drive opinions may be more powerful than you know. If an ejury is introduced into your case before trial, it may help you determine not only what arguments to focus on during trial, but also how much your case might be worth if you are able to reach a settlement prior to going through with trial. The knowledge of how persuasive your case is likely to be can have a strong impact on determining value. It can also help you gauge how much should be offered in any settlement negotiations so that both parties walk away feeling like they got their money’s worth.

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Test How Fiction Increases Empathy With Mock Jury Focus Groups

If lawyers can garner empathy from jurors, they can generally put their case in a favorable position. As we’ve seen, empathy has been a driving force for the success of civilization, small communities, and individuals throughout time. And this can be tested with mock jury focus groups before entering the courtroom.

Weaving together a story that encourages empathy will firmly commit jurors to a lawyer’s side. Seeking truth and justice should always be the goal of any courtroom proceeding. But plain facts and statistics do not encourage empathy. Fiction does.

mock jury focus groups

Therefore, courtroom lawyers must hone their storytelling abilities. Indeed, telling a great story is one of the strongest assets a good trial lawyer can have.

Fiction and Empathy in the Courtroom

A few years back, the concept of empathy drew the interest of researchers in the psychology field. Through multiple studies, psychologists began to draw a link between the level of empathy research participants showed and the amount of fiction literature these individuals consumed.

But why is this the case? On the surface, it would seem that someone who consumed more non-fiction would be better able to relate to others. After all, non-fiction events actually transpired at some point. How can there be any better way to relate to others than learning about real experiences?

Let’s take a look, starting with some definitions.

Clear Definitions

With any practical discussion, it’s always important to begin by defining terms.

  • Empathy: the action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another of either the past or present without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner.
  • Fiction: something invented by the imagination or feigned.

So, to rephrase the initial premise: “’something that is invented by the imagination’ increases the ability to ‘vicariously experience feelings, thoughts, and experiences of another.’”

But this stance can cause issues with some of our core beliefs. For example, if this premise is true, how is it compatible with “survival of the fittest” and the evolution of our species?

Empathy and Evolution

We have long held that “survival of the fittest” led to our evolution as a species. While this is widely accepted in broad terms, it’s important to note that kindness, sympathy, and empathy have enabled communities to thrive throughout all of civilization. If our communities were simply based on “survival of the fittest” in its purest form, we would immediately cast aside members of our society who were not as “fit” to thrive in the world.

But this is not at all how we operate in civilization. We take care of our elderly, our sick, and our disabled. We are horrified when these vulnerable members of our society are treated poorly. Swift justice is sought when one violates our natural, agreed-upon rules of compassion and empathy.

To further emphasize this point, we can look to the great works of literature and storytelling throughout the years. Stories that have been passed down through the generations continue to teach us the importance of empathy, morality, kindness, and the golden rule. While these stories were based on real people and real events, they largely came from the imagination (some of them even used farm animals as the main characters). In other words, they were fiction.

Weaving a great story will definitely help engender empathy from the jury. Fortunately, you can know what the reaction will be before having to present in court. Using AI-Powered digital focus groups to test out how empathetic one’s storytelling is with a mock jury focus group is an inexpensive way to know the effect of your presentation ahead of time.

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How to Create Compelling Melodrama in the Courtroom

Plot-Driven Melodrama in a Courtroom – He Who Tells the Best Story Wins!

With every story there are essential elements, such as plot and characters. Without these minimum requirements, a story would be incoherent. Great storytellers know how to emphasize the most compelling components of characters as they carry out the plot.

When it comes to real life situations, especially in the courtroom, the involved characters may not always be the most exciting part of the story. Therefore, the plot has to be strong enough to keep the interest of, and win the favor of, the jury. A good way to create a strong plot is to deliver the story in the style of a melodrama.

What is Melodrama?

How to Create Compelling Melodrama in the Courtroom

In some writing communities, the topic of melodrama in stories is one that is constantly debated. Even the definition of the term often comes into question as writers struggle to weave melodrama into their masterpieces.

But for the purposes of clarity, a melodrama can be defined as “a work characterized by extravagant theatricality and by the predominance of plot and physical action over characterization.”

Again, one could probably debate what type of work technically falls into the category of melodrama, but an example of this storytelling style can be found in many soap operas. Characters in these shows often don’t demonstrate great depth in their backstories. Further, soap opera audiences are often more interested in “what will happen next” rather than how the characters will grow and change.

How to Create Compelling Melodrama in the Courtroom

The plot to any story, regardless of whether it’s in a courtroom or a storybook, will have 5 elements:

  1. Exposition: To start, the storyteller must set the scene. For the jury to be invested at all, they have to be hooked during the exposition.
  2. Rising Action: Significant events that led to the cascade of future events are often used as a means of building tension during the story. This is known as the rising action and it ultimately leads toward the climax.
  3. Climax: The climax is what all the tension built during the rising action has led to. This is the point in a melodrama where the audience is basically holding their breath, waiting to see what will happen. Every story needs a good climactic moment.
  4. Falling Action: Once the tension has built to the breaking point and the climax has left the jury in shock, it’s time to start easing them back to a gentle calm in which they will deliberate on the case at hand. The falling action allows the audience a slow descent from the action so that they can move on to the conclusion.
  5. Dénouement/Conclusion: At this point, any remaining questions will need to be addressed or left hanging to build suspense for the next story in the series (although the latter option should be avoided in the courtroom). Denouement translates literally to “untying”. This part of the story unties anything that’s still knotted up in the jury’s mind and leaves no doubt about the trial lawyer’s message.

The Art of Storytelling

Above all, storytelling is an art. Trial lawyers need to treat this part of their craft as they would any other artistic pursuit: with an open mind, creativity, and willingness to receive constructive feedback.

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