The contrasting habits of Wynona, who follows Ugal Living, and Bunga, who practices Frugal Living, have led both to a deeper understanding of the psychographics of their target audiences—a key factor for brands and corporations when developing communication strategies. In this episode of #NgobrolinPR, together with Siti Azizah Adani, Senior Strategic Planner at Hybrid: H, we explore the importance of considering psychographics when crafting communication messages.