Psympl™ FAQs

What is Psympl? What does Psympl do?

Psympl marries Consumer Psychology with Machine Learning for our proprietary Psychographic AI™ to create and deliver content that speaks directly to your audience, influencing purchase decisions and activating desired consumer behaviors to drive engagement and conversion through precision and personalization.

What are psychographics?

Psychographics pertain to people’s attitudes, beliefs, values, personalities and lifestyles, and are core to their motivations, priorities and communication preferences.

What is Psychographic AI™?

Psychographic AI™ uses Psympl’s proprietary psychographic model to humanize AI, harnessing consumer’s intrinsic motivations to generate content that resonates with each engaged individual.

How do you identify a consumer’s psychographic segment/profile?

The most accurate way to identify a consumer’s psychographic segment is to have them answer a short survey comprised of XX questions, known as the Psympl Decoder. It is XX% predictive as to which of X psychographic segments/profiles a consumer belongs. A progressive Decoder is offered, in which consumers can answer a minimum of 3 questions for 60% predictability, increasing accuracy with each successive question answered.

If the Decoder cannot be used due to practicality reasons (e.g., getting thousands of consumers to answer the Decoder survey), Psymple knows the psychographic composition of every zip code in the U.S. Using the predominant segment in a zip code as an “intelligent default,” target consumers are assigned are assigned this predominant segment unless and until the consumer answers the Decoder survey.

Upcoming: Psympl will partner with a National Data Compiler (e.g., the companies that compute people’s credit scores) to statistically project consumer’s likely segments based on lookalike models, using the extensive set of variables tracked by such companies. The statistical projection yields a 60% predictability, which is 3X random chance given 5 psychographic segments.

Psympl can append a client’s consumer database (e.g., CRM contacts) with each consumer’s psychographic profile for loyalty/upsell/cross-sell efforts, or provide projected psychographic profiles for consumer acquisition target lists.

How did you develop the Psympl psychographic algorithm/model/Decoder?

Psympl partnered with Ipsos to conduct an online national market research study with a representative sample of n=3,000 respondents, mirroring the US Census among adults ages 18+. This study yielded XXX data points, providing an extensive set of new insights across many demographic and socioeconomic subpopulations.

Survey respondents answered a series of attitudinal, behavioral, and values-based statements using a 5-point Likert Scale (i.e., Strongly Agree, Agree, Neither Agree nor Disagree, Disagree, Strongly Disagree).

A K-Means clustering algorithm is employed to create the most stable and differentiated segments possible. This process works best with scaled data and factors.

Using Discriminant Analyses, an algorithm was built to create a typing tool (or Decoder) based on a subset of questions from the market research to predict psychographic segments among consumers for marketing initiatives (or future market research). The list of algorithm inputs ultimately used to predict segments also covers the widest breadth of information across all factors, or themes, represented in the original list of all starting attributes.

Once the final list of algorithm variables was chosen, a final typing tool (or Decoder) was built containing the algorithm itself along with Interfaces where a new respondent’s answers (e.g., rating responses to the short list of algorithm attributes) can be entered and their predicted segment calculated and revealed.

For additional detailed information, please refer to Psympl’s whitepaper on its research methodology (link to whitepaper)

Did you build your own proprietary AI?

Psympl leverages a variety of proven GenAI platforms, choosing the best option depending on the objective of content desired (e.g., email, text message, social media post, call script, etc.). The process of GenAI platform selection is automated and invisible to the user for simplicity and user experience. Psychographic AI™ aggregates these GenAI platforms and informs content creation with psychographic insights and behavioral science to produce the most persuasive marketing to activate desired consumer behaviors.

Is Psympl an engagement platform? Do you replace our CRM?

Psympl integrates with and enhances existing CRM and consumer engagement technologies. Psympl does not replace these platforms (e.g., Hubspot, Salesforce, etc.) but strengthens the communications sent from such platforms with enhanced persuasiveness based on target individuals’ psychographic profiles and motivations.

On which markets does Psympl focus?

Psympl initially focuses on Health & Wealth, enhancing wealth management, healthcare, insurance (Medicare Advantage, commercial, voluntary benefits) marketing with unmatched results. Psympl will expand into additional markets upon careful consideration of opportunity and strategic fit with our unique capabilities.