Psychographic segmentation can be used by any firm that wants to comprehend the thought process of its target market. 

It gives marketers access to the way a consumer thinks about products, services, and even the world in general. 

Psychographic segmentation is often regarded as the most impactful kind of market segmentation. In the subsequent paragraphs, we’ll give a detailed highlight of what it is, how it can be used, and share multiple examples.

What is psychographic segmentation? 

Psychographic segmentation is the process of assessing buyers and categorizing them based on traits such as personality, lifestyle, social status, activities, interests, opinions, and attitudes.

Using psychographic segmentation, you may divide your consumer base into groups based on beliefs, values, lifestyle, social standing, opinions, and interests. Since it uncovers the reasons behind behavior instead of just tracking it, it differs from behavioral segmentation.

The last piece of the customer profile puzzle when creating a comprehensive client profile is comprehending your customers’ psychological traits.

Factors that influence psychographics 

Personality traits, way of life, socioeconomic status, habits, actions, and interests are examples of psychographic factors. All of these distinct psychological aspects have a significant impact on how consumers behave. Some of the factors that influence psychographics will be looked at briefly below.

  • Lifestyle: Lifestyle psychographics describes how an individual sees themselves in relation to society. Relationships, occupation, and other critical life decisions can impact this element.
  • Habits: Psychographic traits that an individual has grown used to in everyday life are known as habits. Because habits are challenging to break, marketers frequently consider them when developing campaigns and commercials.
  • Personality traits: The way an individual interacts with the world is determined by their personality traits. Your marketing plan can be customized to the personality traits that your specific audience most likely has in common. Emotional, introverted, outgoing, friendly, opinionated, humorous, etc., are all terms used to describe personalities. Customers’ personalities and spending patterns are closely tied.
  • Social class: Customers occasionally divide themselves into the lower, middle, and upper-class statuses and base their purchases partly on these categories.
  • Interest: This psychographic variable may impact how an individual engages with a brand. Individuals’ interests will differ, but broadly speaking, the target audience will have similar interests that can be included in marketing efforts to trigger a specific reaction.
  • Behaviors: Someone’s purchasing habits, product consumption, and even how frequently they buy things all reveal their behaviors. Keep in mind that this is different from behavioral segmentation. 

How can you effectively sell using psychographic segmentation? 

Psychographics is frequently used in market research, and it will assist you in developing detailed buyer personas.

You can build client profiles with traits that are most similar to your actual customers with the aid of buyer personas. It aids in targeting, developing the best offer for clients, and guaranteeing the most effective communications. Some basic ways to use psychographic segmentation in your marketing are discussed below:

  • Create eye-catching advertisements 

You will be able to comprehend what triggers your target market’s emotions based on psychographic variables. With this information at your disposal, you can create advertisements encouraging your specific audience to purchase from you.

Although it is always a good idea to appeal to your client’s emotions, you should be careful not to upset them with your comments. 

For instance, Coca-Cola bottles with popular names (such as “James” and “Sarah”) printed on the labels served as the focal point of the “Share A Coke” promotion. The labels urged customers to “Share A Coke With,” a friend that bears that name. Social media users shared dozens of images of their Coke bottles as word of the unique bottles spread.

The “Share A Coke” campaign revived Coca-Cola’s declining sales, resulting in its first sales gain in more than ten years. It was a straightforward idea with amazing effects.

  • Goal-oriented branding 

Psychographic information can assist you in understanding “what they wish to be.” Since it inspires and uplifts the typical customer, aspirational marketing is tremendously powerful. They should be able to envision your product’s aspects enhancing their life or your enterprise when they think about it.

For instance, in a Nike commercial, you won’t find a technical lecture on the innovative features or cutting-edge technologies, and their marketing campaigns won’t claim that Nike is superior to Adidas, Puma, or any other sports equipment rival.

You’ll discover numerous stories of athletic accomplishments. Nike’s branding and marketing are centered around the journey of its clients: their aspirations, difficulties, and accomplishments. Nike is the “guide” that encourages its consumers to pursue their aspirations and develop cutting-edge tools to help them do so.

  • Refine the people you follow on social media. 

Your cause will only benefit from the specificity of your social media audience with regard to marketing. Adapt your marketing to your audience’s interests. You may quickly add new interests, choices, likes, and dislikes of the audience utilizing the psychographic data you have obtained, improving your ability to target them.

  • Discover new subject areas 

With the use of psychographic information, you would have access to knowledge that the majority of your rivals can only hope to have. By including subjects slightly outside your business interests but still attractive to your audience, you can expand the range of content themes you cover.

  • Develop your identities. 

Personas are crucial in marketing; there is no doubt about it. Today, targeted marketing to an exact audience is the only strategy that consistently works. Mass marketing is a thing of the past. You can revise your existing customer personas based on the new data you learn once you have a significant amount of psychographic information.

Methods to collect psychographic information 

Below, you’ll learn a few proven methods for collecting psychographic data from your customers.

  • Surveys and Questionnaires 

Using surveys and questionnaires is a good and relatively simple technique to collect primary data. Knowing the type of questions to ask and how to ask them is the actual key to success in this situation. You must tailor surveys to your audience and motivate them to participate. Many people won’t participate in a survey unless a perk is involved.

The good side is that you can acquire a lot of data and results quickly. However, not everyone will respond, and it may be challenging to obtain a representative sample of your market. To elicit a response, you might need to include an incentive.

  • Social media

The advantage of using social media to gather psychographic data is that people are usually far more forthcoming on these platforms. In terms of ethics, it’s not a good idea to comb through people’s profiles and gather all the information you can, but you can acquire a good understanding of the lifestyles of the individuals you’re aiming for.

Social media interactions with your followers can give you useful information about their views and interests. Pay attention to the comments that people leave on your social media accounts or when your business is mentioned online so that you may better structure your marketing activities.

Due to the widespread usage of social media, obtaining a lot of data is relatively simple. The downside to it, however, is that data from social media involves many distinct elements and is more difficult to measure than data from other sources.

  • Use your site analytics 

To go a little bit deeper into the behavior of your clients, use your current business analytics. What is being clicked by users? What kind of content do they engage with the most? What calls to action have the highest conversion rates? From which part of the world do most of your site users come? Where do visitors go when they leave your website? And so on.

Although this process could be time-consuming, you might need to look further to get sufficient data. When there are several pieces of data, understanding and concluding might be challenging. 

  • Individual interviews 

You can develop a profile by doing a few personal interviews with your top clientele. This strategy can be among the most enlightening ones. When conducting a personal interview, it’s crucial to have your questions ready beforehand and be able to record the responses.

This way, you’ll have the opportunity to get detailed information from current customers, ask questions, and do clarification.

  • Focus group

Focus groups can be conducted physically or virtually. It is a group of individuals assembled to present data regarding your market. Demographically speaking, focus groups typically consist of a diverse set of people. They may be asked about numerous psychographic characteristics or requested to provide data about a specific good or service.

Through this, you can learn more about your prospects, and frequently people will add their views and responses to those of others, providing you with even more information.

However, individuals might not be as open about their thoughts, attitudes, notions, and motivations in a group setting as in an anonymous setting.

Examples of psychographic segmentation 

  • Baby food and diapers

The target market for items like baby food and diapers is families with toddlers and first-time parents. These segments can be further divided into subgroups based on consumer preferences and the various applications of your product.

Psychographic segmentation in advertising
  • Customized jewelry accessories

First, it’s important to note that customized jewelry is a luxury good that attracts upper-class people with strong purchasing power or people whose social standing and income levels allow them to afford such luxury.

Lifestyle focus for jewelry psychographic segmentation

Image source

You would have to segment buyers based on their psychographic characteristics to find those that require this product. Here, you would categorize them into several psychographic groups based on factors like social standing and purchasing power. 

  • Clothing brand

Every human wears clothes; however, the type of clothes they wear differs based on interest, location, activity, and occasions. As such, different clothing brands attend to these needs.

Nike, for instance, is one of the most well-known sports clothes companies in the world, and they make a significant difference for themselves by using useful psychographic data.

Nike markets to people who participate in, watch, or at the very least, speak about sports. Their marketing efforts aim to elicit a “feeling” that transcends their offering.

Final thoughts about psychographic segmentation

From the preceding, it is evident that understanding your consumers’ traits and mastering direct communication are prerequisites for effective psychographic segmentation. 

Please read the article carefully to understand how to efficiently influence your target audience and comprehend their thought process through psychographic segmentation.