What Is Psychographic Segmentation?

What Is Psychographic Segmentation?

Psychographic segmentation is a way to categorize audiences and customers by factors that relate to their inner personalities and characteristics.

Unlike demographic and geographic segmentation, which focus on quantifiable and visible details, psychographic segmentation focuses on less obvious details. The characteristics are internal and intrinsic to the customer and not visible from the outside.

Psychographic segmentation variables aren’t as quickly recognizable as other types of market segmentation factors; you can’t know the information just by looking at your customer or gathering basic consumer data. You have to go deeper.

What Are Examples of Psychographics?

Psychographic segmentation can be defined using the following factors:

  • Personality traits
  • Values
  • Attitudes
  • Interests
  • Lifestyles
  • Psychological influences
  • Subconscious and conscious beliefs
  • Motivations
  • Priorities

Psychographic segments are often more useful for marketing than demographic or geographic factors because they describe the heart and soul of your ideal audience. They are behavioral segmentation factors that explain more about who your audience is, what they need, what they want, and how your brand can best connect with them.

This market segmentation information is powerful because it allows you to get to know the emotional and personal side of your customer. You can understand why your audience acts the way they do, which enables you to predict how they may respond to your brand.

You can use the psychographic insights to adjust your products, services, and marketing messages to connect with your audience on a more personal and powerful level.

How Do You Develop Psychographic Segments?

Gathering psychographic information about your customers is often not as easy as collecting demographic or geographic details, but that doesn’t mean it’s not possible.

There are a few ways to gain insights into sociocultural segmentation factors related to your customer base.

  • You can discover this information about your customers by interviewing your loyal customers in person. This is the best way to get to know your ideal audience as you can use a natural conversation to get them to open up.
  • You can compile questions into a survey and send it to your top customers. You may not be able to go as deep with an online survey as you could with an in-person interview. But this method will help you get answers from a larger pool of customers.
  • You can engage in social media listening and use digital engagement to ask questions and see what your ideal customers are saying and doing. Social media is often a great platform for researching your audience and monitoring their habits and interests.
  • You can use web analytics and data to dig deeper into the minds of your audience.
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