Curiographics: A New Approach to Marketing Segmentation

What is Curiographics??

Curiographics refers to the segmentation of audiences based the curiousity-driven content they engage with, rather than their demographic or psychographic characteristics. This term recognizes that in the age of social media, curiousity transcends generational boundaries , and audience behaviour is now driven by the subjects or topics that pique their interest.

Not Just Another Buzz Word

I can see you the rolling of the eyes. Here’s yet a new word that business and marketers, specifically can spool out at a drop whenever and where ever possible.? But all kidding aside. There is a reason for new terminology.? Words like metrosexual, influencer marketing, user generated content, sustainability and omnichannel, (to name only a few!) are in our vernacular because there was a shift and enough momentum around that shift to merit a term.

I believe curiographics is such a word. As with the blending of gender identification, the proliferation of so much diversity, it is impossible to think of any audience based on generations (Boomers, X, Y, Z) alone. That’s too rigid for our increasing social world.

The social landscape has exploded thanks to technology. With it, the blending of interests, content and information has created audience contextual niches. With this in mind, targeting must be viewed through a more holistic lens in order to capture its entire market, without leaving any generation out of the mix.

Curiographics Transcends Generations

Whether it’s Gen Z or Baby Boomers, Curiographics recognizes that shared curiousity (interests) across generations create more relevant audience clusters than demographic lines alone. Rather than just understanding the why behind audience actions (psychographics), Curiographics?digs into the what—what topics are sparking curiousity. What engages them most? And how that reflects their deeper preferences. Brands can leverage Curiographics by crafting campaigns around specific interests that attract their ideal audience, no matter the demographic group. It helps brands understand where they need to be in the conversation to reach their most engaged audiences.

As the landscape of audience segmentation continues to evolve, so must we. Curiographics emerges as a cutting-edge approach that redefines how brands understand and target their audiences. It focuses on the topics and interests that drive engagement across generations.

Assessing Content in Context:

We’ve all heard the saying Content is King! With Curiographics, however, the perspective of content as a topic is way too limiting and confining. Content needs to be viewed as a catalyst or a town crier, gathering the masses to come and hear what your brand has to offer.

Audience Segmentation by Interests:

Curiographics focuses on grouping individuals by the topics they are curious about;? ?lifestyle themes, entertainment preferences, educational content, and more. It goes beyond traditional methods that rely on age, location, or behavioural patterns and what topics would interest them. It’s driven by what captures their curiosity It has to be the other way around…that’s how you open up a brand’s potential!

Content Type as a Driver of Engagement:

The format of the content, whether video, written posts, or podcasts, becomes secondary to the actual topic. For example, whether it’s food, wellness, or technology, audiences connect with the subject matter, and their curiousity ultimately defines their engagement.

Flexible Targeting for Social Media:

Social media’s algorithmic nature favours content that appeals to specific topics, allowing Curiographics to help brands dynamically target groups based on what’s currently resonating with their interests.

As brands continue to navigate the ever-evolving marketing landscape, embracing Curiographics offers a fresh and innovative way to connect with audiences on a deeper level, proving that in today’s world, it’s the topics that define the targets.

What are your thoughts on this Curiographicss approach? I would love to hear them. Let’s Chat!