DUBLIN, Ireland — Psychographics sounds like a movie about an artist gone mad, but it is another way to reach target audiences that goes beyond traditional demographics. Psychographics finds common interests of members and designs products and services that touch those interests giving emotional value to the purchasing decisions.

Two credit unions, one from the United States, the Christian Community Credit Union, and one from Australia, mecu, have had strong bottom line results from just this type of approach. John Walling, CEO of CCCU, and Robert Allen, mecu group manager of operations, discussed how they made it work for them at WOCCU’s 2006 World CU Conference.

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