15 Examples of Psychographic Segmentation

Equipped with the above information and the means to collect it, you can build a great psychographic marketing campaign to increase sales, engagement, or customer loyalty. It is important to spend time learning about what these different behaviors mean for different customers so as not to annoy customers or bombard customers with the information they are not interested in. 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.

To get a clear picture of this, companies need to examine people's activities, interests, and opinions. For instance, if you're designing a bike helmet, consider whether your target audience is more motivated to buy something flashy and stylish, focused on safety, or both. Brands use psychographic segmentation to create personalized marketing strategies and as market research when designing products and services. It’s the key to understanding your customers and why they behave the way they do. You’ll also discover how to gather psychographic data and create personalized content that resonates with your audience’s core motivations.

These participants already know your offering, so they’re more able to explain the motivations and decision drivers that shaped their choices. That’s a signal to send short, action-focused content and follow up fast before momentum drops. Stick to short, open-ended questions that are easy to answer. Here’s how you can start gathering the data that reveals what drives your customers. Messaging focused on stability, reliability and minimizing disruption would likely resonate more and convert better, even if the offering stayed the same.

• Small tweaks to tone, imagery or messaging can yield valuable feedback and help refine your marketing strategy.
• Let's explore some of the key trends shaping the future of psychographics.
• Combining these traditional methods with digital data sources, such as social media analytics, creates a robust dataset that supports cluster analysis and predictive analytics.
• Understanding these aspects can help marketers align their brand messaging with their target audience's core values.
• Use social listening and website analytics tools to enrich your customer data.
• Aside from the client’s personal information, the best customer profiles include communication preferences, interests, and purchase browsing history.

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Taking all the survey questions into account, consistent groups — or psychographic segments — are identified. A useful illustration is a scatter plot with all of the respondents' answers that shows clusters of respondents who answered the survey questions similarly. Natural clusters or segments emerge from groups of respondents who answer the survey questions in a similar manner. A factor analysis using statistical clustering procedures is conducted to examine response patterns to the survey questions.

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Recognizing the connections helps you build a fuller picture of what drives each prospect, allowing you to market and sell products more effectively. A prospect identified as innovative will likely try new, unproven tools, making them a potential startup customer. In this guide, you’ll learn how to collect psychographic data in your CRM and apply it to marketing for stronger targeting and more sales. To persuade a prospect to convert, you must go beyond knowing their job title and company size.

Interests and Hobbies

Knowing this information, you then create a marketing campaign that highlights customer testimonials and shows that you’ll be there every step of the way. In marketing, psychographics are used in conjunction with demographics to understand and market to consumers' purchasing habits. If this sounds like you, it's time to focus on producing relevant marketing content — and to do that, you'll need psychographics. Discover a framework to build valuable psychographic segments that influence your business’s strategy. By understanding the needs and pain points of the people who interact with your brand, you can improve your messaging, SEO, and most importantly—client acquisition. Padrig is a copywriter for B2B SaaS and marketing companies, specializing in writing conversion copy and traffic-generating long-form articles.

Social media analytics lets you identify trends in interests and attitudes, and even use sentiment analysis to help dig a little more deeply into psychographic attitudes. Instead of repeated exposure via display ads, introducing values to your brand can help people know where to stand in relation to your company. Realistically, however, I don’t think this is the most valuable Google Analytics data. This data, I suppose, could provide a little bit of insight into your best customers.

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 Customer psychographics market. Imagine you own a cosmetics company, and you’re considering whether to expand your eco-friendly product ranges. Watch the video below to learn more about using Audience Intelligence to develop your psychographic personas and adapt your marketing strategy accordingly. Compared to Lululemon’s broader audience, the “Family & Lifestyle” segment is more likely influenced by social media, online ads, friends, and family. Scroll down to see the segment cards—giving you a top-level overview of each segment’s unique characteristics.

The traditional way to develop a psychographic segmentation model has been through a market research study surveying a statistically representative sample of a target audience. Despite critics—including Daniel Yankelovich— it was embraced by leading marketers, prompting Advertising Age to call VALS "one of the ten top market research breakthroughs of the 1980s." He suggested to use of non-demographic segmentation to help companies better predict consumer behavior, to improve product development, distribution, pricing and advertising.

Find the most unbiased group possible that represents a wide swath of demographics. The most telling psychographic factors are often beyond spoken motivations. You can also include surveys in your post-purchase communications to receive data fresh after purchase. This includes more people than just previous customers, as your survey campaign can encompass anyone on your email list. Interviews also reveal the motivations that led them to choose your product over any other. Getting market data for psychographics depends on how you collect the information and the questions you ask.

This helps businesses to create a better understanding of their target market and allows them to tailor marketing campaigns more effectively. Customer psychographics are important for gaining insight into the motivations behind customer behavior. Free tools like Google Analytics can provide insights into user behavior and interests. As we wrap up our exploration of psychographics in marketing, let's recap the key takeaways and address some frequently asked questions to solidify our understanding of this powerful tool.

Netflix: Personality-Based Psychographic Segmentation

This provides the basis for developing a product mix that would be attractive to clientele. Instead, the ideal course of action would be to learn about their consumers and then to learn about their interests. As a retailer, knowing what to stock and sell can be a daunting task. Instead, learn about consumers and their interests.

While essential for establishing a baseline for your target market, demographics are limited because they don't account for the nuances of human choice or emotional triggers. The following table breaks down the key differences between these three pillars of market segmentation to help you identify which data points you're currently tracking and which ones you're missing. This methodology allows marketers to segment audiences by their cognitive traits, providing a deeper understanding of the motivations that drive specific purchasing decisions. Instead of just knowing a prospect is a 45-year-old insurance agent, you learn that they value family security above all else and are deeply skeptical of "get rich quick" automation. Creating fully fleshed-out buyer personas built with psychographics, demographics, and buyer behavior can take your marketing campaigns, messaging, and conversion rates to the next level. After, ask them to talk about what they did first to learn about the companies they were considering to buy from.

From purchasing patterns to media habits, you can learn a lot by putting people under the microscope. Ask customers about their goals, values, lifestyle habits and purchasing motivations. It’s about gathering real insights, building data-backed personas and using that intel to drive strategic execution. Getting psychographic segmentation right requires more than intuition. Psychographic segmentation has helped Harley build an enduring tribe of loyalists who see the brand as part of who they are, not just what they ride. Their messaging appeals to tech-forward leaders who want to empower teams, improve customer experience and make an impact.