What is Psychographic Segmentation? A Complete Guide

Sports, music, books, arts, community events, media preferences, entertainment, etc. – everyone’s interests and hobbies vary, and knowing this can bolster your marketing efforts. This Carnival ad speaks to several psychographic segments – people from middle to upper-top social classes as they are the only ones who could afford a cruise. Simply put, using psychographic segmentation, you can learn not only who your buyers are but how they think and what drives their lives. It’s no secret that user segmentation is an absolute must-have for targeting, engaging, and converting prospects and leads. Whether you use one or both methods will depend on whether it’s most relevant to pay closer attention to the psychographic profile of customers or their buying behavior.

Why psychographic segmentation is essential to your marketing strategy Contentsquare puts you in direct contact with your target audience through surveys, so you can create buyer personas based on data rather than guesswork. You’ll be tempted to do a million different things based on what you learn, but time and budget are always limiting factors.

When you layer it onto your demographic data, your targeting gets sharper, your messaging gets more relevant, and your results follow. Others care deeply about company culture, sustainability, or innovation. Top » marketing » marketing strategy » market segmentation » psychographics For instance, what social class marks cash-strapped young professionals in a high-paying field with high tuition loans?

Discover practical use cases to see how you can get started and find success with headless marketing. Social media monitoring tools can help to automate this process and identify trends and sentiments relevant to your brand. When you closely look at non-verbal cues, social interactions and environmental influences, you’ll discover authentic information about body language, facial expressions and social dynamics. We’ll provide more information on the different research tools at your disposal later in this guide. For instance, a clothing brand like Kathmandu can use these segments to tailor product pages and marketing strategies for adventurous active wear vs casual, cozy hoodies.

• This approach yields information that allows businesses to see consumer behavior in a new light, revealing why consumers make certain decisions.
• Combined with demographic data, psychographic segmentation marketing provides a complete, well-rounded picture of your target audience.
• With psychographic data, Apple can communicate luxury, minimalism, and class to its target audience and also create marketing strategies for the different psychographic segments.
• Post segmentation, Bellomy's industry-leading technology allows client-partners to deeply explore and engage with research results, discovering the insights waiting to be activated within their segmentation data.

Psychographic vs. behavioral vs. demographic segmentation.

Brands use psychographic segmentation to create personalized marketing strategies and as market research when designing products and services. You’ll also discover how to gather psychographic data and create personalized content that resonates with your audience’s core motivations. Attitudes – a learned predisposition, a feeling held toward an object, person or idea that leads to a particular behavior. Discover how to enhance personalisation and optimise marketing strategies through the partnership between Meta and Salesforce, leveraging innovations like the Data 360 and Meta Conversions API.

Companies that use psychographic segmentation successfully

Rather than looking at each opinion or personality trait, lifestyle can provide a more telling description of how someone leads their life. For instance, you could categorize a single data point as relevant to a hobby, opinion, and behavior. You’ll want to shape your psychographic factors survey questions around the key psychographic categories that are most important to you.

Businesses can also create segments based on customer personality traits. This lets the company hone in on their marketing strategy — empowering women through exercise. But basic information like age, gender and location only scratches the surface of consumer behaviour; we need to discover the details of individuals' personalities to figure out what they truly need or want. Understanding what makes your target audience tick is key to crafting campaigns that resonate and convert. By embracing psychographics, the company learns that its audience is driven by a desire for empowerment, seeking a community that champions self-love and authenticity. Businesses that understand buyer behavior don't just reach more people.

You can create a segment in Pipedrive for “speed-focused buyers” and then focus sales and marketing efforts accordingly. Use the answers to segment contacts by mindset or values in your CRM so they’re ready for you to target with sales and marketing efforts later. Here’s how you can start gathering the data that reveals what drives your customers. Psychographic information helps you see which leads align with your product, not just those in the right job or place.

The easiest way to collect data for market segmentation is to hear directly from your target audience. This is where you aggregate everything you learn about the steps your buyers take, the resources they trust, and the influencers involved, from beginning to the end. This insight will shape your marketing strategy, and it usually has nothing to do with what’s new or what makes your product truly unique. Which features of competing companies, products, or services do your customers consider essential to make a purchase?

These include personality traits, internal motivations, and other largely subjective qualities. However, simply knowing who your customers are is not enough – understanding how they behave and why is essential. This means creating unique content and design that will resonate and make a meaningful connection with every particular segment of your audience, motivating them to purchase. Businesses require in-depth, quality data about their target audience to conduct psychographic segmentation. For example, if an enterprise software company wants to reach C-suite executives, they need to segment and target higher authority employees.

Psychographics are more personal and less standardized than demographics, so you’ll need to build custom fields and tags yourself. If your team sees that using psychographics leads to better engagement or shorter sales cycles, you’ll likely get more backing to scale it. Knowing what someone cares about helps sales reps adjust how they start conversations, what they highlight and how they handle common sales objections. AI matters to both forward-thinking and more cautious buyers, even though they’re looking for different things.

Why Businesses Care So Much About Psychographics

For example, two leads might share the same title and work at similar companies. A prospect identified as innovative will likely try new, unproven tools, making them a potential startup customer. To persuade a prospect to convert, you must go beyond knowing their job title and company size.

As a career business-to-business (B2B) marketer, one thing I’ve noticed is that companies struggle to align their sales and marketing messages. A focus group brings together a carefully selected, demographically diverse set of potential clients for a guided discussion about a product or service. With Contentsquare’s Surveys capability, you can add surveys to your website or send survey links to potential participants. After, ask them to talk about what they did first to learn about the companies they were considering to buy from.

How to collect psychographic segmentation data with surveys

What could make a potential customer worry they’re making the wrong choice? Conventional wisdom says you can perform audience segmentation by studying demographics such as age, location, and education of your target audience. Forbes Insights & Acxiom explore how business leaders are translating data into business outcomes — and what you can learn for your own data strategy Discover how 700 brands and 4,000 consumers feel about AI taking actions, orchestrating experiences, starting journeys, and more.

Our industry-leading panel is bigger and better than ever — going beyond omnichannel to give brands and retailers the insights they need to grow in ever-changing markets. The key is to use a consumer panel that’s large enough and engaged enough to consistently provide you with ongoing profiling data. This brings you closer to the consumer and provides the insights you need to develop marketing strategies that resonate with them. Social class helps companies predict a customer’s willingness and ability to pay for a product. Personality traits provide insight into how a person is likely to react in certain situations.