Township Psychographics

In the field of marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. Psychographic profiles are used in market segmentation as well as in advertising. Some categories of psychographic factors used in market segmentation include activity, interest, opinion, attitudes, and/or values. 

Who Is Springfield Township?
While tabular demographic data tells some of the story, understanding and generalizing the various segments of the Springfield Township population is a complex exercise. Commercially available demographic segmentation schemes allow for more in-depth description of consumer behaviors, attitudes, and purchase preferences. These segment groups are formed through analysis of census data but also reference national survey data on product and media preference, credit use, and actual reported purchase behaviors. The segments and their descriptions paint a rich picture of the variability in neighborhoods that make up the mosaic of Springfield Township. The chart to the right shows the distribution of market segments for the Springfield Township population based on the Claritas Prizm segmentation system. It should be noted that the six largest segments make up less than half of the population.  This shows inherent diversity in the community since other communities of similar size tend to show more consolidation (i.e. fewer consumer groups make up half of the population). The exhibits that follow describe the segments in greater detail.

Springfield Township Claritas Segments
Segments  Percentage 
Beltway Boomers  7%
Domestic Duos  7%
Upper Crust  6%
Blue-Chip Blues  6%
Kids and Cul-De-Sacs  6%
New Empty Nests  5%
All Others  53%

Consumer Segments / Key Motivations
Group  Description  Observations 
Empty nesters  Active adults, grown kids  Active lifestyle, convenience, will age / housing choices 
Families with children  Singles and couples raising children  Education, family activities, active / outdoor pursuits, convenience / thrift 
Singles and starting couples  Younger singles, upstart couples  Convenience, active / social lifestyle, fun / outdoors 
Seniors  Aging singles and couples  Convenience to neighborhood value healthcare, activities, interaction, community 

Beltway Boomers - 7% of Township
Upper Middle Class - Older Households with Children
The members of the postwar Baby Boom are all grown up. One segment of this huge cohort, college-educated, upper-middle class, and home-owning, is found in Beltway Boomers. Like many of their peers who married late, these boomers are still raising children in comfortable suburban subdivisions, and they’re pursuing kid-centered lifestyles. 

Domestic Duos - 7% of Township
Middle Class - Older Households without Children
Domestic Duos represents a middle-class mix of mainly over 65 singles and married couples living in older suburban homes. With their high-school educations and fixed incomes, segment residents maintain an easy-going lifestyle. Residents like to socialize by going bowling, seeing a play, meeting at the local fraternal order, or going out to eat.

Upper Crust - 6% of Township
Upscale Older Households without Children
The nation’s most exclusive address, Upper Crust is the wealthiest lifestyle in America, -a haven for empty-nesting couples between the ages of 45 and 64. No segment has a higher concentration of residents earning over $100,000 a year and possessing a postgraduate degree. None has a more opulent standard of living.

Blue-Chip Blues - 6% of Township
Middle Class - Younger Households with Children
Blue-Chip Blues is known as a comfortable lifestyle for ethnically-diverse, young, sprawling families with well-paying blue-collar jobs. The segment’s aging neighborhoods feature compact, modestly priced homes surrounded by commercial centers that cater to child-filled households.

Kids & Cul-de-sacs - 6% of Township
Upper Middle Class - Younger Households with Children
Upper-middle class, suburban, married couples with children, that’s the skinny on Kids and Cul-de-Sacs, an enviable lifestyle of large families in recently built subdivisions. With a high rate of Hispanic and Asian Americans, this segment is a refuge for college-educated, white-collar professionals with administrative jobs and upper-middle-class incomes. Their nexus of education, affluence, and children translates into large outlays for child-centered products and services.

New Empty Nests - 5% of Township
Upper Middle Class Mature Households without Children
With their grown-up children recently out of the house, New Empty Nests is composed of upper-middle income older Americans who pursue active and activist lifestyles. Most residents are over 65 years old, but they show no interest in a rest-home retirement. This is the top-ranked segment for all-inclusive travel packages; the favorite destination is Europe.