What emographics are
Demographic data describes the physical and socioeconomic makeup of a population. Psychographic data describes how they think: their attitudes, interests and habits.
Emographic data describes the emotional makeup of a population: how people feel, how they want to feel, and how a particular experience or product makes them feel. If you want to understand your customers and the decisions they make, you need it.
Why they matter
They reach past what can be observed
Behavior shows you what a customer did. Emographic data tells you why they did it, and knowing why is what lets you make well-informed decisions.
They predict what comes next
If you know why customers act as they do, you can predict their next move, and how they will respond to a change in your product or your message.
They complete the picture
Emographics are the final piece. They give meaning to the demographic and psychographic data you already collect.
Where the data comes from
Every one of our studies carries ValueCentered questions built on the five CoreValues, so emographic data comes standard in NVES, UVES and the Ride-Hail Experience Study. The same questions can be added to any custom survey.