What is Psychographic Segmentation? A Complete Guide for Marketers

Prospects might have different habits, interests, preferences, and values that make them unique in how you should target them. However, it’s worth noting that individuals who fall into the same demographic group don't necessarily fall into the same psychographic group. Psychographics covers those aspects of the buying process in greater detail. Oftentimes, consumers are guided by their attitudes and subjective perceptions when making purchase decisions. Demographic segmentation is a great place to start, as it divides your market into broad strokes, but psychographics gives marketers greater leverage in influencing conversions.

You’ll give them what they need to make a purchase decision. You now understand what is important to your buyer, so you’ll know just how to motivate them. We've gathered some hypothetical data using the techniques outlined in the previous section, so now let's apply our data to our marketing strategy. Now that you’ve got the data, it’s time to apply it in your marketing campaigns. As your needs become more sophisticated, you can then consult with a major company such as NielsenIQ or Qualtrics.

If you’re not in a business where you have that kind of relationship with customers, look for any friends who are similar to your ideal client. Psychographic data uncovers why a consumer might buy your product, allowing you to create marketing campaigns that appeals to them specifically. Psychographic data includes your buyer's spending habits, hobbies, thoughts, values, and other pieces of their psychological makeup. Looking at the two lists above, it’s easy to see why you need both. Let’s create a very basic demographic and psychographic profile based upon what we know about the ideal customer for a nutritional counselor.

Key Components Available in All Psychographic Segmentation Examples

Start with the information you already have and build from there. Surveys need responses, interviews take time and all that information still needs to be analyzed before you can turn it into useful psychographic segments. The more perspectives you consider, the less likely you are to build your psychographic segmentation examples around one particularly vocal part of your audience. That’s why it’s a good idea to gather psychographic data in more than one way.

Sign up and start turning psychographic insights into campaigns that connect with the people you want to reach. If you haven’t tried psychographic segmentation yet, now is a great time to start. AI can help analyze large amounts of customer data, identify patterns and uncover potential audience segments.

You can collect the data you need from companies that have already carried out research in your target vertical. If you already have a good idea of what your target audience looks like, you can use that information to do research on your own. For instance, if you sell hiking gear, your focus group should be made up of hikers — not just anyone who wants to participate. A focus group is a group of people, typically not affiliated with your company, who participate in a discussion about your brand and your products.

Psychographic information includes subjective data like belief systems, values, goals, and attitudes. Knowing both also allows you to do a better job of segmenting your audience, targeting the right customers, and positioning your product in your marketing campaigns. The combination of demographic and psychographic information informs your buyer persona — a detailed picture of the audience you serve now and would like to serve in the future. You've found that your target buyer finds it difficult to engage in a healthier lifestyle. Psychographics are the psychological and cognitive attributes of a consumer that reveal their beliefs, values, and goals.

HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. As a result, you’ll generate more qualified leads than you thought possible, increasing ROI from your marketing campaigns. Knowing the views your buyer upholds can help you create a campaign that resonates with them rather than alienates them. You can also dive into other interests such as design, pet care, sustainability, and so forth. Interests can closely align with activities, though not always.

Market Segmentation: Psychographic vs. Other Methods

That person may be a healthy older version of themselves, a person who has time to do what they love, or a person with a defined physique. In your campaign, you’ll highlight customer testimonials to appeal to them. They also want to know that it will improve their health without a huge time commitment.

Someone may move from one segment to another as their interests, preferences or behavior change. So, where possible, rely on information customers have knowingly shared with you, your own first-party insights and broader audience patterns. If the patterns have changed, your segmentation probably should too. So, the psychographic segmentation examples that worked perfectly for a campaign two years ago may not work quite as well today.

A marketing statement based on demographic data may be "Our ideal customer is a Latina aged 25 to 34." Data on young adults extracted from the Consumer Expenditure Survey and repackaged in an easy to use format. Data on baby boomers extracted from the Consumer Expenditure Survey and repackaged in an easy to use format. psychographic information Data on senior citizens extracted from the Consumer Expenditure Survey and repackaged in an easy to use format.

Includes data on the spending patterns, health, labor force, living arrangement, income & wealth, demographics, and psychographics of U.S. citizens. Data on U.S. consumers extracted from the Consumer Expenditure Survey and repackaged in an easy to use format. Data on U.S. consumers from different generations extracted from the Consumer Expenditure Survey and repackaged in an easy to use format.

• Psychographic segmentation is a strategic marketing approach that divides a target market based on psychological characteristics, such as beliefs, values, interests, and lifestyles.
• Maybe you’ve miscalculated how much value they place on contactless delivery and biodegradable packaging and you’re losing them at the closing stage?
• And for this to be possible, customers must be treated as individuals, with unique wants and needs.
• Conduct one-on-one interviews or organize focus group discussions with your customers to gain deeper insights into their psychographic profiles.

Powerful Psychographic Segmentation Examples

They may not think of themselves as bargain-hunters, but if a discount code got their business, then that reveals their preference for bargains. Overall, this method can be extremely effective, as people’s true motivations are revealed by the actions they take. When you ask the right questions, you can find out what they do for fun, whether they’re a bargain-hunter, what motivates them, and what their personal goals are.

In this post, we’ll cover everything you need to know about using psychographics in your marketing campaigns and why you can’t rely on demographic data alone. With MGID, you get access to 32,000+ publishers and 185+ billion monthly impressions. Having worked for both FMCG and AdTech companies, Mariia is a true believer in creative ways to drive communications in a business environment.

Touch upon those interests in your marketing campaign, and you’ll be much more closer to getting their business. Knowing your target buyer’s lifecycle stage can help you decide which marketing channels you should use. Lifecycle marketing is all about knowing where your target customer stands in their purchasing lifecycle. You can think of personality traits in terms of popular personality tests, such as the Big Five and the Myers-Briggs Type Indicator. The most popular psychographics are personality traits, lifecycle stage, interests, attitudes or beliefs, and activities.