What's Symbographic?

Part of the Sanctioning Agent SymbolicID™ process, Symbographic™ research is a key component in determining the symbolic identity of a community or constituency. Let's quickly look at some other "graphic" research terms and the types of "fact" they are addressing:

• Demographic - Where do your customers live? What do they look like?
• Sociographic - What do your customers do? How do they spend their time?
• Psychographic - What are your customers attitudes and beliefs?
• Symbographic™ - What symbolic visions or dramas are your customers participating in? Where do they derive, meaning motive, emotion and identity in their lives?

By looking at the dramas and symbolic structures that provide meaning in your customers' (internal and external) world, you can more effectively communicate with them. I like to use Symbographic research to determine the prevailing dramas or visions, and then use the other "graphics" to look for the breaker variable that will tell provide more valuable insight on a particular customer segment's community.

Symbographic visions in action: Doggie Daycare
My wife and I take our dog to Downtown Dogs. We know the owner, we trust her and our dog gets a good workout on days that we can't walk her - we can even watch her in action via the web cams. When you're in the parking lot Downtown Dogs, you'd be hard pressed to provide a pure demographic segment or sociographic segment that is meaningful. You can't segment by cars, as there are BMWs, Land Rovers, Camrys, an old Civic or Escort, a US commodity SUV. Sociographic would also be difficult, as the only common bond is that the customers most likely work in or near downtown Minneapolis. However, from a Symbographic perspective we see more of social-righteous drama guiding the customers' view of dog care. I will post more about symbolic/dramatic visions in the future.

Understanding the Symbographic nature of a community is key to understanding the ways in which you can engage in more meaningful and relevant communication with your constituents and own your identity™.