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.
Psychographic segmentation can be defined using the following factors:
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.
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.