Psychographic Segmentation: A Beginner’s Guide

To a tech-savvy, innovation-seeking segment, you'd highlight cutting-edge AI features and smart home integration. On Facebook you can target ads by interests or by lookalike audiences that match a certain psychographic profile. Perhaps your research showed Segment A (adventurers) spend a lot of time on Instagram and outdoor blogs, while Segment B (security-focused) responds better to email newsletters and Google searches. For each psychographic segment, brainstorm and plan how you can tailor your marketing efforts to best appeal to them.

It focuses on understanding customers' feelings about a brand, product, or service. The primary use for psychographics is in market research to add depth to demographic data and help you better understand your customers’ emotions about your brand, product, or service. Psychographics is the study of people’s attitudes in interests. Learn what psychographic segmentation is and how to collect data with surveys to supercharge your business strategy.

Use psychographics to identify new customers who align with the values, lifestyles, cognitive attributes, and behaviors of your existing client base. Collaborating with influencers whose psychographic profiles match those of your target audience can enhance the authenticity and effectiveness of influencer partnerships. Use your psychographic findings to position your products or services to align with your target audience’s values and lifestyle. Researchers and marketers use many methods to find psychographic data about population segments. Other values include prioritizing organic foods or fabrics or choosing businesses that employ union labor. A psychographic profile may include personality traits, such as openness to new experiences, conscientiousness, and a tendency toward introversion or extroversion.

How to Use Psychographic Segmentation in Your Marketing

For example, VALS is a proprietary framework created by Strategic Business Insights that separates US adults into eight distinct types by evaluating their motivations and resources to understand anticipated consumer behavior. Private research companies conduct psychographic research using proprietary techniques. Psychographics is utilized in the field of marketing and advertising to understand the preferences of consumers and to predict behavior/patterns.

This focuses on our activities, interests, and opinions (you may see this written as AIOs), and enables companies to tailor their marketing to specific consumer requirements. This article is here to help, by answering the most common questions that people have about psychographics in marketing. Every marketing strategy, from email marketing to paid search, performs better when you identify target audience needs, speak to their pain points and deliver content on their preferred platforms.

• By tracking changes in psychographics over time, your business can stay ahead of the curve, anticipating shifts in consumer preferences and adapting their strategies accordingly.
• Demographics is useful for segmenting and identifying the measurable traits of your target audience.
• If you stick around for the next six minutes, you’ll understand exactly what psychographics is, and how anyone with something to market – like, say, an ecommerce store – can use it to their advantage.

Is data mining and psychographic profiling only for large multinational corporations, service providers for huge economic segments, and powerful political campaigns? In her annual newsletter, CoreHealth founder and CEO Anne Marie Kirby predicted that artificial intelligence, psychographics, and personalization would be key sites for innovation for companies like her own in 2018. CoreHealth Technologies is a corporate wellness software company and platform that provides services to over 1000 companies (including Fortune 500 companies like Cigna and Sun Financial), representing more than 2 million employees worldwide.

FAQ: Psychographic segmentation

Understanding your customer in psychographic terms isn't just about personalization and segmentation — it's about getting inside your customers’ heads and speaking to their hearts. This information can be used to identify customers who are likely to make a purchase, churn, or engage with a particular marketing campaign. Meanwhile, unbeknownst to you, the pet food company's product development team is analyzing data from the loyalty program to uncover trends and insights. By enhancing customer service, integrating psychographics explicitly differentiates itself from other personalization efforts. Excitedly, you provide this information, eager to see what benefits the program offers.

→ Conversion rates from automated flows for each psychographic group The platform's analytics allow you to track how different segments respond to your messaging. The segmentation capabilities make it simple to pull these targeted lists and send relevant messages that align with each segment's psychological drivers. Meanwhile, a WhatsApp inquiry about pricing can trigger a value-focused response path. Conversely, for a "luxury-oriented" segment, the same AI can emphasize exclusivity, premium features, and VIP experiences.

Additionally, better understanding of a caregiver’s motivations and personality through psychographic segmentation can be used to develop personalized strategies to psychographic mitigate caregiver burden and prevent burnout. Examples of how psychographic segmentation can enable a Precision Population Brain Health approach to care through addressing modifiable risk factors of dementia and enhancing patient engagement. For example, brief microsurveys performed in the moment, integrated into the panelist experience, give you the ability to identify hundreds of psychographic attributes over time. The key is to use a consumer panel that’s large enough and engaged enough to consistently provide you with ongoing profiling data.