Psychographics: Guide, How-to & Examples

Great psychographic segmentation examples demonstrate the power of branding and enhance the impact of other methods. Knowing how your buyers think will allow you to create better, more personalized messaging. However, in terms of your overarching marketing and advertising campaigns, the proper implementation of psychographic segmentation examples will have the greatest impact. The best psychographic segmentation examples are based on extensive research, surveys and interviews. Unlike the other three methods we discussed above, psychographic data is not something that you can get hold of easily. Of course, there are other segmentation strategies you can use independently or alongside psychographic segmentation.

Ads were changed from saying consumers need a long winding road to drive a Porsche to focus on everyday driving. Porsche USA’s CEO, Michael Bartsch, revealed that it made the company reimagine the visuals used in existing marketing campaigns. Its new brand focused on “unleashing creative energy” while promoting a clean UX, hinting at targeting companies who are young, trendy and focused around the cloud and data. Psychographic audiences cover a whole host of different behaviors that can help identify why customers like particular things. Psychographics can be difficult to breakdown into groups but can include those who believe strongly in a certain societal movement, like Greenpeace, or members of a particular social class, like the upper class. Common demographic groups include Generation X, which is the generation born between 1960’s to 1970’s, or a millennial, who reached adulthood in the early 21st century.

Ultimately, what this does is to take your keyword strategy, and fine tune its scope and cost to the keywords that will be most effective for your business. Sitting near the end of the conversion funnel, your landing pages are a key determinant of your conversion rates. But getting the right eyes on your ads means that you’re wasting less money and your conversion rate will be higher.

Case Study: “Operation Mockingbird,” Media Placement, And Trusted Messengers

As a result, you’ll generate more qualified leads than you thought possible, increasing ROI from your marketing campaigns. Knowing your target buyer’s psychographic profile can help you appeal specifically to them. A consumer's activities can tell you about the things they’ve already spent resources, time, and money participating in.

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Social class is a straightforward segmentation option that informs preferences, activities, and interests. This lets the company hone in on their marketing strategy — empowering women through exercise. A consumer’s daily activities and lifestyle offer a glimpse into their expected behaviour. These traits look deeper than age/gender and give businesses real insights into customer behaviour. Unlike demographic segmentation, which categorises consumers based on surface-level attributes like age or gender, psychographic segmentation delves deeper into their psyche.

Personalized subject lines, content, and CTAs based on psychographic segments typically see significantly higher open rates and conversions than generic broadcasts. You can gather meaningful psychographic insights without expensive focus groups or market research firms. Review your psychographic segments at least annually, but monitor for shifts quarterly. B2B psychographics help you understand not just what businesses need, but why they choose particular solutions and what drives their purchasing committees. To illustrate how one company might use psychographics, consider a company that sells home fitness psychographic equipment. There you'll see imagery of people hiking, running in nature, and messaging around performance, durability, and the experience of the outdoors.

Common Types of Market Segmentation

For example, if people leave your site on your About page, look at your page content. And a Pinterest board or Instagram with toddler activities would round out the campaign to reach these moms. Because you now know how your customers feel and what they want, you can tap into their emotions and questions to create customized messaging that will resonate with your target market. And when you discover a new topic to cover, you’ll be able to expand upon it for even more content.

Avoid conflating demographics with psychographics (don't assume all millennials think alike, for instance). → Use free social listening by manually browsing relevant communities and forums → Analyze your website and social media analytics for behavioral patterns Signs you need to update segments include declining campaign performance, customer feedback that doesn't align with your profiles, or significant changes in your market. Each segment should be distinct enough to warrant different messaging and substantial enough to justify the effort. There's no magic number, but most businesses find that 3 to 5 segments work well.

• If you’re working with a small team or even independently, creating psychographic segmentation examples of your own may be hard to accomplish.
• Many psychographic profiles, as we’ll see in industry examples below, are relatively harmless complements to traditional targeting methods.
• This information can be used to identify customers who are likely to make a purchase, churn, or engage with a particular marketing campaign.
• You can even focus on the specific segments the app identifies.
• Surveys are a fantastic way to gather more in-depth psychographic data about your audience.

Why Psychographics Matter in Building Marketing Campaigns

Conduct non-scripted, one-on-one interviews with a few existing customers to uncover hidden insights into their preferences and motivations. If you’re having trouble securing enough responses, consider incentivizing participants with free products, gift cards, or discount codes. Keep them as brief as possible and focus on yes/no and multiple-choice answers. There are tons of high-quality digital survey platforms to choose from, such as Qualtrics, SurveyMonkey, and Google Forms (below). Surveys and questionnaires are a relatively quick and inexpensive way to collect psychographic data from a large sample of your target market. Imagine you create a custom audience of all users who have viewed your site’s sustainability section but haven’t made a purchase.

Develop Innovative Features and Products

You can build a following organically through online posting, manage your social media connections, and gain insights into your target audience. However, you can create self-organizing virtual focus groups online for your site and email campaigns. Moreover, people who follow expert opinions buy your product because of what they see from online influencers. To effectively reach your target market, you can identify people who buy breakfast cereal and care about wholesome foods. Maximize revenue opportunities, optimize campaigns, and engage customers with personalized messaging using advanced AI features. Meanwhile, for the remaining holdouts, the knowledge that a company’s competitors are using psychographic segmentation to reach untapped markets more efficiently will make it a more, not less, necessary tool to have and use.

B2B psychographic segmentation focuses on the motivations, values, and attitudes of decision-makers within businesses rather than individual consumers. You can use psychographics data to decide which aspects of your products to focus on, the tone and messaging of content, what design elements to include, and so forth. Use the insights to craft the best messaging, improve product features or services, or conduct further research focused on specific segments of the target audience. To collect psychographic data, marketers commonly use market research survey questions, interviews, and focus groups, and analyze online behavior.

One of the key methodologies it employs is psychographic segmentation, allowing advertisers to target audiences based on their interests, attitudes, and behaviors. Remember how the 1975 explainer said that psychographics was all about people’s “activities, interests, opinions, needs, values, attitudes, and personality traits”? If you’re a brand new company with no customers, speak to individuals who have similar demographics as your target audience. Everyday” campaign was launched on the basis of the company’s interest in marketing to the psychographic profile of people who desired a sporty vehicle for daily use. AI and machine learning algorithms can sift through vast amounts of data (social media posts, browsing history, purchase data) to identify patterns that correlate with psychographic traits. This includes metrics like purchase frequency, loyalty status, online engagement level.

In this text, we’ll do more than just define psychographic segmentation. Even after browsing example after example of psychographic segmentation, are you still struggling to wrap your head around the concept? Learn how to collect and apply psychographic insights to grow conversions.