Psychographic segmentation is a great way to target customers and generate high-quality leads.

Why do people purchase your products and services? It is crucial to understand your customers and their expectations of your business. This can make a huge difference in your company’s bottom line.

Marketers create personas for their customers based on demographic information like age, gender, and occupation. Google Analytics can track this data.

Demographic data isn’t enough to understand your customers’ needs and perceptions of your business. 

What’s Psychographic Segmentation?

Psychographic segmentation is the ability to segment the market based on psychological characteristics. This includes the customers’ personalities, social status, and hobbies.

Psychological segmentation is an effective segmentation method that focuses specifically on customers’ goals and thoughts. Psychographic Segmentation is a great way:

• Increase the value of your brand
• Improve the customer experience
• Boost your return on investment

Customers should enjoy your products. Big data can have a significant impact on psychographic segmentation decisions.

• Activity on social media, mobile applications, and online shopping
• Users’ online behavior patterns
• Each website takes time.
• Reviews of restaurants, hotels, and other places.
• Visited locations
• Online payments

Variables to Support Psychographic Segmentation

This is how you can segment customers based on their personalities and lifestyle. Take a look at each of these cases.

Personality

Market analysts can perform personality segments based on similar cognitive, behavioral, and emotional traits to help create groups of customers with matching personalities.

Using personality segmentation to determine your main customers will help you identify and target them. 

• Introvert
• Extrovert
• Friendly
• Emotional
• Funny
• Opinionated

Lifestyle

Customers can be divided based on their lifestyles. 

Are they athletes? Do they have good health? Then you can create products and services that address their needs.

Social Status

Customers’ social status affects their choices and how much they can spend on products. 

The most expensive products are those that cost more than the rest. Mark and Spencer and Zara are two examples of high-end brands.

Attitudes

Each person has their own set of values. However, people with more money tend to spend more on essential items.

Activities Interests and Opinions.

This psychographic segmentation relies on customers’ passions and interests. The influence of religion, gender, and politics can also have an impact on people’s interests and activities.

These traits are often strongly connected and can impact the products or services your customers select or the response to marketing campaigns.

Five Examples Of Psychographic Segmentation

We will demonstrate examples of psychographic segmentation using each of these characteristics to help you understand them better.

Personality Example

Let’s suppose you sell software to developers or run a food delivery service. It is possible to match your services to the personality of your customers and create marketing campaigns to draw them in. 

A Lifestyle Example

Lifestyle segmentation, a type of psychographic segmentation, collects insights about customers’ preferences and habits.

Lifestyle is defined as how people value their life and spend their money. Target athletes and those who exercise regularly to increase your product’s visibility.

An example of the Social Status

Social status is a factor in determining how much one can afford to purchase certain products. Rolex and Burberry are popular among the wealthy. This is something that middle-class customers cannot afford.

Attitudes Example

Attitude is the most important indicator of a person’s basic character. 

AIO Example

Three closely related concepts, Activities, Interests, and Opinions, can have a significant impact on customers’ purchase decisions. The opinions and behaviors of your market segment can affect their purchasing decisions and how they respond.

Cambridge Analytica’s use of Big Data and AI for Voter Profiling is a well-known case of AIO segmentation.

Why is marketing based on psychographic segmentation?

A psychographic destination will help you gain a better understanding of your customers. 

• Understanding customer behavior can help you understand the variables
• You can personalize your products and services to meet the needs of your customers
• It is more precise and effective than any other method of marketing segmentation
  How can you collect psychographic information?
  There are many methods to analyze and collect psychographic data. Some analytical tools can be used in certain methods such as:
• Popup survey
• Quizlet
• Questionnaire
• Google Analytics
• Social Media
• Big Data, AI
• Interviews and Focus Groups

Tips for Psychographic Segmentation

While psychographic segmentation can provide a lot of customer data, it is important to make use of that data in a time- and budget-friendly way: 

• Enhance customer experience
• Optimize your website
• Create a product to meet the needs of your customers
• The data can be used to improve your marketing campaigns

FAQ

What’s the difference between demographic and psychographic segmentation of the population?

Demographic segmentation refers to the division of people based on their age, gender, and occupation. Psychographic segmentation refers specifically to the personality, lifestyle, and attitudes of the people.

What five examples of psychographic segmentation are there?

These five examples of psychographic segmentation are just a few.

• Attitudes
• Lifestyle
• Social Status
• Personality
• Activities Interests and Opinions.