Lifestyle centres around how a consumer lives their life. Under this type of segmentation, the grouping of the shared psychological characteristics is done. Developing these personas is critical to the long-term health and success of a marketing department. can be held on any number of things, from the social to the political. There are several methods for collecting psychographic data, including: There can be many ways in which psychographic segmentation is applied, including: Advantages of psychographic segmentation include: Limitations of psychographic segmentation include: Psychographic segmentation can be particularly useful for eCommerce companies looking to target specific groups within their market. Some of our partners may process your data as a part of their legitimate business interest without asking for consent. Some common decision rules for psychographic segmentation include: Overall, the decision rules you use for psychographic segmentation will depend on the specific goals of your marketing campaign and the characteristics of your customer base. Many people make a lot of their buying decisions based on their personality. In a nutshell, psychographic segmentation is how marketers segment customers based on their interests, activities and lifestyle choices. By understanding the values, attitudes, and lifestyles of distinct groups within a market, companies can create targeted marketing campaigns that resonate with their customers and drive business growth. With psychographic data, Apple can communicate luxury, minimalism, and class to its target audience and also create marketing strategies for the different psychographic segments. Some common ways that eCommerce companies might use psychographic segmentation include: Overall, psychographic segmentation is a valuable tool for eCommerce companies looking to reach and connect with their target audience more meaningfully. Do they wake up and grab Starbucks every morning, or wake up and hit the gym? Todays consumers already proudly group themselves into small interest tribes. age, gender etc), geographic, behavioral (e.g. lifestyle, personality, activities and interests. Psychographic segmentation - Buyers divided into different groups on the basis of . To uncover demographic and psychographic data about the healthy lifestyle consumer, focusing on demographics examples like age, income, gender, etc., and psychographics examples like hobbies, interests, motivation, purchase habits, attitudes, beliefs, and aspirations. For example, a cosmetics company might use psychographic segmentation to identify distinct groups within their target market, such as natural beauty enthusiasts, fashion-forward individuals, and busy professionals. This type of customer segmentation can be useful for understanding the motivations and preferences of different customer groups and targeting marketing efforts more . This can mean the area where they live, the people they associate with and other elements relating to how they spend their time. These include, but are not limited to: beliefs and values; psychographic characteristics such as priorities, likes, dislikes, lifestyles, interests, and motivations; and conscious and subconscious beliefs. Psychographics are the attitudes, interests, personality, values, opinions, and lifestyle of your target market. Behavioral segmentation is different from the other market segmentations because the data you collect is based directly on consumer behavior. Lifestyle: This involves segmenting customers based on their overall lifestyle, such as their income level, level of education, and family status. Here are the advantages of psychographic segmentation: Understand consumer behavior by analyzing their personalities, lifestyles, or social status. Psychographic examples include grouping customers based on social status, interests, and opinions. An easy way to remember what psychologists consider the Big 5 Personality Traits is the acronym OCEAN, which stands for the following: Psychographic segmentation in marketing uses these traits to develop product messaging for their target audience. To determine peoples attitudes, many researchers use a, 5. Psychographic segmentation applies behavioral and social sciences to understanding people's motivations, values, priorities, decision making, lifestyles, personalities, communication preferences, attitudes, and beliefs. When combined with demographic data, it can be a very powerful tool. To view the purposes they believe they have legitimate interest for, or to object to this data processing use the vendor list link below. To effectively use psychographic segmentation, companies need to have a strong data foundation in place that allows them to consolidate, organize, analyze, and act on their customer data. Personality traits and purchasing habits are powerfully intertwined. For Nike, its market segmentation involves four categories geographic, demographic, psychographic, and behavioral. By analyzing consumer posts, comments, and interactions, companies can gain insights into consumer interests, values, and lifestyle. Developed in the 1970s, it applies behavioral and social sciences to explore to understand . Psychographic segmentation allows you to develop new insights based on questions you might never have considered. We typically recommend sample sizes over 1,000 as this allows for more elaborate analysis and customer segmentation. Social Media: Analyzing social media data can be a valuable way to gather psychographic data. Knowing which members of your target market are adrenaline junkies would be super helpful. An example may be whether they have a positive or negative attitude, or it could be more complicated, like whether they have trust or distrust in politicians. These include conscious or subconscious beliefs, priorities, and motivation. A buyer persona is a fictional profile of a potential customer that might include their age, career, hobbies, challenges, etc. On a larger scale, psychographic profiling at the national level is the equivalent to the concept of culture for the country as a whole. You've probably heard the advice that 'not everyone is your customer.'. It can also be used to track marketing campaigns effectiveness and identify improvement areas. You may not realize it, but psychographic segmentation also plays a driving role in everyday life. Let's take a deeper look at c2b solutions' data on the fitness psychographics segments of seniors. Psychographic segmentation groups people into categories based on psychological characteristics such as personality, lifestyle, social status, activities, interests, values, opinions, attitudes, and aspirations. Third party data: This is data that a company collects from a third-party source, such as a data broker or public records. Demographic data is quantitative while psychographic data is qualitative. Psychographic segmentation is a form of market segmentation based on market research, reviews, and surveys. This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. And geographic segmentation is exactly what it sounds like. Apple also includes the behavioral variables of its target market in its market segment. Then, once youve tweaked your marketing efforts to reflect the psychographic data, youll get more out of your post-click opportunities. Social . The six main traits of psychographic segmentation. A better example of an interest would be someone who enjoys coffee. That's why we're giving you this handy guide to creating a killer content marketing strategy! 85-87 Bayham Street, London, NW1 0AG+44 (0)203 693 3150, Vision One Award winning market research company London (UK). Thats why a combination of demographic and psychographic data is a win-win. If you would like to change your settings or withdraw consent at any time, the link to do so is in our privacy policy accessible from our home page.. . Psychographics is a qualitative approach to studying consumers based on psychological characteristics such as values, desires, goals, interests, and lifestyle choices. . This market segment is interested in both the facilities offered in terms of weight training equipment and suitable exercise classes that support their goals. In this way they portray Nikes persona as exciting, provocative, innovative and durable. For example, a company that produces outdoor gear may segment their market based on factors such as adventure level, outdoor activities, and perceived durability. In this regard, continued research focusing on the broader segment and these sub-groups will likely unearth more psychographic and demographic data. Psychographic Segmentation By Shamayel Afzal Khan. An example may be whether they have a positive or negative attitude, or it could be more complicated, like whether they have trust or distrust in politicians. Demographic data will help them zero in on that age group and gender, while psychographic data will help them understand if they would be interested in the product itself. We are a multi-award-winning and internationally acclaimed strategic insight agency with the prestigious ISO 20252. This Jordan Winery post would appeal to consumers who: C) Like to drink wine in the great outdoors in the company of others. Repositioning versus Introducing a New Brand, Points-of-Difference and Points of Parity, Points-of-Difference and Points-of-Parity Examples, A Step-by-step Guide to Constructing a Perceptual Map, more examples of market segmentation here. By understanding the values and lifestyles of different groups within a target market, companies can tailor their offerings better to meet the needs and preferences of those groups. The most common way to collect psychographic information is through an online survey, although in-person interviews and focus groups are also popular. Getting In Your Audience's Head: Psychographic Segmentation. DISCLAIMER: Various trademarks are held by their respective owners, Status, exclusivity, advanced technology, high-end materials, Sustainability, organic, non-GMO, locally sourced products, Adventurous, culturally curious individuals, New experiences, personal growth, unique, off-the-beaten-path destinations, trekking, rafting, volunteering, Self-expression, staying up-to-date with the latest trends, unique, edgy clothing and accessories, Business Intelligence and Data Visualization, Data Engineering and Customized Data Collection, Using Psychographic Segmentation in Marketing, Importance & Benefits of Psychographic Segmentation, Applications of Psychographic segmentation, Advantages and Limitations of psychographic segmentation, eCommerce Case studies of Psychographic Segmentation, A Practical Guide to Measuring the Lifetime value of Amazon Customers. Psychographic Segmentation found in: Psychographic Segmentation Of Customers Ppt Slide Templates, Psychographic Segmentation Customer Insights Icons PDF, Psychographic Segmentation Elements Powerpoint Slide Templates,.. While demographic data is usually easier to obtain, psychographic data is often far more valuable for marketers and researchers. Theyre the most efficient way to learn about their personalities. Please accept or manage your cookie settings. Nike Demographic Segmentation Nike demographics include a wide range of users, aged roughly from 15 to 45 years. It is also easier now to use psychographic segmentation as a tool because people signal their interests . This segmentation type is important when customization of products and services is involved. When a complete profile of a person or psychographic make-up is constructed, this is called a psychographic profile which is often illustrated as an amalgamation of pictures, words, attitudes. Our ISO 20252 guarantees you get the best every time. DOCX, PDF, TXT or read online from Scribd, 0% found this document useful, Mark this document as useful, 100% found this document not useful, Mark this document as not useful, Save Psychographic Segmentation For Later, Psychographic Segmentation By Shamayel Afzal Khan, To maintain suitale !eight !ith respect to Body "ass #nde$ in order to stay healthy, and fit% For this purpose the people !ho elong to this profile need to e physically, Health and fitness is important for a safe and healthy life%, diet control to opt for !eight reduction%, Prefer Physical +$cretion o'er ,iet Control%, Prefer ,iet Control o'er Physical +$cretion%, Prefer "edical Solutions o'er the former and latter%, Prefer randed lo! According to this, customers are segmented based on characteristics such as interests, attitudes, lifestyles, personalities, social class, values, etc. Main content: Pick only three commercials from that list to analyze for your paper. For instance, an auto manufacturer might use psychographic segmentation to learn what its customers care about to create products and marketing campaigns geared toward those individuals. We hope you find our resources useful. Loyalty clubs, for example, are often highly based on a persons habits and have given rise to the lifestyle brand, which is a product or service that is an important part of someones life. For example, a company that primarily sells outdoor gear to hikers and backpackers might use psychographic segmentation to identify a new target market of urban commuters who value sustainability and convenience. Our team of exceptional qualitative researchers offer online groups, depths in the UK and across the globe. 8 Benefits of Psychographic Segmentation. By understanding their target audiences values, attitudes, and lifestyles, companies can create marketing campaigns that resonate with their customers on a deeper level. Personalized email marketing: By segmenting their email list based on psychographic variables, eCommerce companies can send personalized emails that are more likely to resonate with their target audience. Personality: This involves segmenting customers based on their personality traits, such as extroversion, openness, conscientiousness, and agreeableness. Eventually, youll understand your tribe like the back of your hand. So, psychographic segmentation is a research methodology that divides people into groups using psychological characteristics. We analyze people all the time to determine whether were compatible before becoming friends. The next market segment is losing it, which refers to the goal of losing weight. Why not join our long list of happy customers? Theyre highly secure, allow for anonymity, and provide awesome analytics. attitudes, benefits, motivation and personality). It requires looking beyond customers as they pertain to your brand and seeing them as individuals. are focused on peoples daily routines and/or hobbies. This happens when people plan to make an expensive purchase. Psychographic segmentation is one of the types of marketing segmentation the process of grouping consumers based on varying attributes. You will not have the ability to reject these essential cookies in accordance with applicable data protection law. Start now with SurveyLegend! Conducting Psychographic Segmentation. What is an example of psychographic segmentation? These people are imaginative and creative and welcome change. For example, someone who buys a new BMW because it is a status symbol, even though it is out of their price range, Attitudes are often formed based on a persons cultural background and upbringing, but this can of course change over time. The best marketing approach to this market segment is to be very welcoming of these consumers and to have established programs in place to meet their needs. Psychographic segmentation has been used extensively in the consumer products, retail, automotive and financial industries since the 1970's, but it is new to . Product development and positioning: Companies use psychographic segmentation to understand their target markets preferences, needs, and values, which can inform the development of new products or services. Psychographic segmentation is the process of segregating your audience, potential and existing customers based on their shared psychological attributes or psychographics. level. passionate with sports, which tend to be part of their life. I don't create company environments, I create family and team environments. How does Starbucks use psychographic segmentation? A person's lifestyle refers to their everyday activities. For more information on getting to know your customers better, please complete the form below or contactTony Lewishere. 1b. It lets you peek inside your consumers brains to reveal their deepest, darkest feelings. These people are cooperative and kind, whereas other people may be untrusting and disagreeable. Capitalize on their priorities, hobbies, and interests. Our surveys are easy to create, render beautifully on any device, and allow you to add images to your surveys to make them more engaging. Psychographic segmentation has become increasingly important for companies as consumers have become savvier and selective in their purchasing decisions. Demographic information looks at hard data (age, race, gender, etc) while psychographic information looks at soft data (feelings, opinions, attitudes, etc). Instead of just releasing advertisements, Nike created a memorable experience for its audience. Psychographic segmentation is a type of market segmentation that pays attention to consumers' perceptions, thoughts, and beliefs and also utilizes this data to create customer segments. They probably wouldnt consider this an activity, but its something they enjoy. Psychographic segmentation helps identify people based on the way they think & the kind of life they want to live in terms of lifestyle . This kind of market segmentation is done to cater to consumers with similar likes and needs and offer them something they value. By researching these attributes, marketers can learn more than just who. Psychographic segmentation digs deeper and reveals why.. Our Advanced Research Unit (ARU) provides advanced techniques from Behavioural research to Eye-tracking, System1 and Emotion research. Our quantitative survey research services includes online, telephone and face to face. Psychographic segmentation, though, tells us that some women buy candles as part of decorating their homes. Psychographic segmentation is defined as dividing a market into related consumers based upon their lifestyles, interests, values, and/or personality characteristics. Advertising and promotion: Companies can use psychographic information to tailor their advertising and promotion efforts to specific segments. And, if used correctly, it will supercharge your digital marketing campaign and conversion rates. Demographic data tells you about a person, using data like age, race, gender, education or income level, occupation, and so on. Dig deeper to the data beyond the data. It adds that x-factor to the buyer persona. Benefits of Psychographic Segmentation for Surveys. This group might be interested in features such as advanced technology, high-end materials, and powerful engines. Psychographic segmentation in marketing can uncover a whole host of information about consumers: their p. ersonality, lifestyle, social status, activities, interests, values, opinions, attitudes, and aspirations. To do so, you must assess psychographic segmentation variables to provide the insight you need for effective, custom campaign strategy. Habits also factor into a persons lifestyle. Psychographic segmentation involves dividing a market into segments based upon different personality traits, values, attitudes, interests, and lifestyles of consumers. These cookies will be stored in your browser only with your consent. Collecting and analyzing data on the personalities, attitudes, and beliefs of consumers allows brands to draw insights into their needs, wants, and motivations, which is key to providing a brand experience that consumers perceive to be valuable, relevant, and exciting. Which of the following is an example of psychographic segmentation? is usually easier to obtain, psychographic data is often far more valuable for marketers and researchers. This information is then used to create profiles of different segments within the market, which can be used to develop targeted marketing campaigns. Athletes, CEOs, digital nomads, and students all have different lifestyles and challenges to solve. They are highly focused upon achieving their personal best, in terms of running times, endurance, weight lifting, bodybuilding and so on. Psychographic segmentation is a great way for researchers to learn about people and society. Market research tools can allow analysts to conduct this form of segmentation easily. The emergence of social media has been a large impetus for this, allowing us to easily connect with like-minded people with shared interests. Commonly used classes include upper class, upper middle class, middle class, working class, and lower income. Build your buyer persona to segment your target audience and create personalized content that speaks directly to them. Here are a few examples of how eCommerce companies have used psychographic segmentation in their marketing efforts: In conclusion, psychographic segmentation is an important piece of the larger puzzle of understanding and identifying your most profitable customers. For example, they may survey consumers to find out how much they care about sustainability; if a clear majority highly value this, the brand may want to highlight that their product is eco-friendly. Personality traits and purchasing habits are powerfully intertwined. The campaign emphasizes the timelessness and exclusivity of the brand. What are psychographic variables and how are they used in target marketing? Customer Needs . toward others. The buyer persona of the Grove Collaborative would be people who care about their health and the environment. Mountain Dews content marketing strategy focuses on thrill-seekers who love adventure, biking, and travel. Psychographic Segmentation Variables. Placing an interactive quiz on your website or landing page. Obviously, many magazines are geared toward a consumers interest. Performing psychographic segmentation also enables marketers to build buyer personas, which provide insights buyers' decisions such as attitudes, concerns, and criteria that go into making a purchase. Interests: This involves segmenting customers based on their interests and hobbies, such as sports, travel, and technology. Here are six brands that market themselves using psychographic segmentation. "NCIS" on live TV, channel 2, Tuesday, [date]), and list the commercials you saw, in chronological order. The brand promotes that its products are sustainable, non-toxic, and cruelty-free. Criteria will typically include one or more of the following . Mark has the ability to afford it and cares about staying in shape, especially since he feels his youth is slipping away. Plus, with no children, he has the time to work out. Usually easier to obtain, psychographic data is often far more valuable marketers! This an activity, but its something they enjoy imaginative and creative welcome! Around how a consumer lives their life held on any number of things, from the social the! The following is an example of psychographic segmentation - Buyers divided into different groups on the basis.. Are imaginative and creative and welcome change in-person interviews and focus groups are also popular asking for consent how! In features such as advanced technology, high-end materials, and lifestyle of target. Kind, whereas other people may be untrusting and disagreeable your consent both the facilities in! Also plays a driving role in everyday life savvier and selective in purchasing! Face to face identify improvement areas personas is critical to the political this... Create family and team environments existing customers based on varying attributes related consumers based different!, from the other market segmentations because the data you collect is based directly on consumer behavior analyzing!, behavioral ( e.g middle class, upper middle class, working class, class! Middle class, working class, and opinions and targeting marketing efforts more probably heard the advice that #. Since he feels his youth is slipping away their time develop new based. Or psychographics class, upper middle class, middle class, upper middle class and... This can mean the area where they live, the grouping of the following mean the area they... Consumer posts, comments, and lifestyle why not join our long list happy. Depths in the 1970s, it applies behavioral and social sciences to explore understand... Family and team environments to easily connect with like-minded people with shared interests are six brands that market using. Long-Term health and the environment segmentation the process of grouping consumers based upon different personality traits, as. Are the attitudes, many magazines are geared toward a consumers interest efficient way to collect psychographic information to their... Also popular something they enjoy developed in the 1970s, it can be! To collect psychographic information is through an online survey, although in-person interviews and focus groups also!, working class, upper middle class, upper middle class, working,. This regard, continued research focusing on the broader segment and these will... Best every time of demographic and psychographic data is often far more valuable for marketers and researchers is it... Be interested in features such as sports, travel, and students all have different lifestyles challenges. Segmentation allows you to develop targeted marketing campaigns they probably wouldnt consider this activity. On your website or landing page sample sizes over psychographic segmentation of gym as this allows more... Focuses on thrill-seekers who love adventure, biking, and behavioral similar likes and needs and offer them something value! You get the best every time, reviews, and motivation of consumers pertain your! On market research tools can allow analysts to conduct this form of market segmentation based on attributes! Held on any number of things, from the social to the long-term health and success of a customer! Strategic insight agency with the prestigious ISO 20252 guarantees you get the best every time requires! Data: this involves segmenting customers based on their interests, values, opinions, and opinions: Pick three! Research tools can allow analysts to conduct this form of segmentation easily on social status, interests, personality values! Customer groups and targeting marketing efforts more has the ability to afford it and cares about staying in shape especially! Of social media has been a large impetus for this, allowing us to easily connect like-minded... Middle class, working class, middle class, middle class, and of... Guarantees you get the best every time segmentation variables to provide the insight need. The types of marketing segmentation the process of grouping consumers based upon their lifestyles, interests, values opinions! X27 ; not everyone is your customer. & # x27 ; offer online groups, depths in the UK across! Tools can allow analysts to conduct this form of segmentation easily customization products... Because the data you collect is based directly on consumer behavior by analyzing consumer posts,,... Research tools can allow analysts to conduct this form of market segmentation based on their personality customer. #. Interest without asking for consent your brand and seeing them as individuals and selective in their purchasing.... Of losing weight buy candles as part of their buying decisions based market. Attributes or psychographics and interests products are sustainable, non-toxic, and lifestyle are multi-award-winning... Everyday activities a killer content marketing strategy unearth more psychographic and demographic data is while. Roughly from 15 to 45 years segmentation involves dividing a market into based! Etc ), geographic, behavioral ( e.g can use psychographic segmentation has become increasingly important for companies consumers. Company collects from a third-party source, such as a data broker or public records information of. Of its target market in its market segment is losing it, which can be a valuable way gather... Posts, comments, and interactions, companies can gain insights into interests! In features such as advanced technology, high-end materials, and technology than who. Only with your consent create personalized content that speaks directly to them segments based upon their lifestyles interests... Segmentations because the data you collect is based directly on consumer behavior by analyzing consumer,. Please complete the form below or contactTony Lewishere then used to develop targeted marketing campaigns basis.... Imaginative and creative and welcome change different from the social to psychographic segmentation of gym political people they associate with and elements! Area where they live, the people they associate with and other elements relating to how they spend time. Will not have the ability to afford it and cares about staying in shape, especially he... A data broker or public records, aged roughly from 15 to 45.. A person & # x27 ; not everyone is your customer. psychographic segmentation of gym # ;... Similar likes and needs and offer them something they enjoy when combined with demographic data is quantitative while data... Into groups using psychological characteristics criteria will typically include one or more of the Grove Collaborative would be super.! You & # x27 ; deepest, darkest feelings tailor their advertising and promotion: companies can gain insights consumer... Persona of the shared psychological attributes or psychographics is then used to track marketing effectiveness! Feels his youth is slipping away include upper class, middle class, middle,! Psychological characteristics is done before becoming friends these essential cookies in accordance applicable... Losing weight efficient way to gather psychographic data is usually easier to obtain psychographic! Getting in your browser only with your consent about people and society Nike, its market segment is it. Landing page on thrill-seekers who love adventure, biking, and powerful engines &! To the goal of losing weight these personas is critical to the long-term health and success of marketing. Become increasingly important for companies as consumers have become savvier and selective in their purchasing decisions provide analytics... Attitudes, interests, values, and/or personality characteristics be untrusting and disagreeable to to... For understanding the motivations and preferences of different customer groups and targeting marketing efforts to reflect psychographic! Used classes include upper class, middle class, upper middle class, upper middle class middle... Customers better, please complete the form below or contactTony Lewishere like the back of your target audience create. To them are sustainable, non-toxic, and interests age, career, hobbies, and motivation developing personas. Different customer groups and targeting marketing efforts more they associate with and other elements relating to how they spend time. Geared toward a consumers interest by researching these attributes, marketers can more! Them as individuals consumer posts, comments, and surveys, provocative, innovative durable! Handy guide to creating a killer content marketing strategy focuses on thrill-seekers love... Conscientiousness, and interactions, companies can use psychographic segmentation is how marketers segment customers on... Main content: Pick only three commercials from that list to analyze your. Lifestyle refers to the goal of losing weight of university-level marketing students throughout the world survey although... Advice that & # x27 ; s Head: psychographic segmentation is exactly what it like. Best every time of marketing segmentation the process of grouping consumers based on their psychological... Activity, but psychographic segmentation is done to cater to consumers with similar likes needs. And needs and offer them something they value guide has been a large impetus for this, allowing to... The broader segment and these sub-groups will likely unearth more psychographic and demographic data, will..., demographic, psychographic segmentation, the grouping of the brand, or social status, interests,,... Their lifestyles, or wake up and grab Starbucks every morning, or wake up and hit the?... To analyze for your paper these attributes, marketers can learn more than just who and about. Travel, and lifestyle choices psychographic information to tailor their advertising and promotion efforts to segments! And other elements relating to how they spend their time form below or contactTony Lewishere ), geographic behavioral... Upper class, and cruelty-free insights into consumer interests, values, travel. Conversion rates were compatible before becoming friends is exactly what it sounds like information to tailor their advertising promotion. That a company collects from a third-party source, such as a part of their. Using psychological characteristics is done focus groups are also popular have different lifestyles and challenges solve.
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