Psychographic factors may include personality characteristics, lifestyle, social class, habits, behaviors, and interests. Each of these unique psychological factors greatly influences a consumer's behavior. You then use these factors to segment your audience based on their psychographic makeup.
Psychographic examples include grouping customers based on social status, interests, and opinions. 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.
The main types of psychographics are interests, activities, and opinions. You can split that into subcategories as well. (Attitudes are slightly different than opinions; lifestyle and behavior are slightly different than activities). However, let's stick to the main three.
Psychographics is the qualitative methodology of studying consumers based on psychological characteristics and traits such as values, desires, goals, interests, and lifestyle choices. Psychographics in marketing focus on understanding the consumer's emotions and values, so you can market more accurately.
There are five psychographic segmentation variables on the basis of which homogeneous segments can be prepared for proper research – Personality, Lifestyle, Social Status, AIO (Activities, Interests, Opinions), and Attitudes.
Segmentation variables refer to the factors marketers use to categorize their audience into different groups. The 4 main types of segmentation variables include demographic, geographic, psychographic, and behavioral traits.
Young and Rubicam invented a successful psychographic profile known as their 4Cs Marketing Model: Cross Cultural Consumer Characterisation. Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers.
What is psychographic segmentation? Psychographic segmentation breaks down your customer groups into segments that influence buying behaviors, such as: beliefs, values, lifestyle, social status, opinions and activities.
Psychographic segmentation helps marketers understand that why—the goals, challenges, emotions, values, habits, and hobbies that drive purchase decisions. Women don't buy candles just because they're women. Psychographic segmentation, though, tells us that some women buy candles as part of decorating their homes.
Common personality types in psychographic segmentation include creative, emotional, friendly, opinionated, introverted, and extroverted. Understanding the personalities of your target audience also helps you create the right brand personality for your business and communicate this with your product.
Demographics looks at age, gender, race, and location. Psychographics, on the other hand, looks at personality, values, interests, and lifestyles. The data collected from a psychographic profile can show an employer how to motivate candidates to apply for their position and accept a subsequent job offer.
Psychographics is the study of people's attitudes in interests. It's usually combined with demographic data to understand the target market for a product or service. Psychographic data reveals traits such as values, interests, desires, lifestyles, and goals.
Psychographic information can be found in several Commucation Studies & Public Relations databases such as Simmons, DemographicsNow, and HitWise; find links to these resources below. Psychographics are also often found in scholarly articles.
Unscripted customer interviews are a great way to collect psychographic data. They help you go beyond your data about age, ethnicity, and education to understand your customers' attitudes, values, and desires. This way, you can genuinely understand their buying decisions.
Demographics refers to statistical data (age, gender, income, etc.) collected for a particular population. Psychographics refers to information about a particular population's attitudes, aspirations, and other psychological criteria.
Psychographic survey questions are intended to help people or organizations better understand their audience's attitudes, values, interests, and beliefs. These questions can be about people's hobbies, travel habits, shopping behavior, pain points about a product, buying motivation, and so on.
What is the difference between behavioral segmentation and psychographic segmentation? Behavioral segmentation groups people based on how they act, but psychographic segmentation groups them based on how they think or feel.
There are many ways to segment markets to find the right target audience. Five ways to segment markets include demographic, psychographic, behavioral, geographic, and firmographic segmentation.
What are the four types of behavioral segmentation? The four main types of behavioral segmentation are based around purchase behavior, occasion-based purchases, benefits sought, and customer loyalty.