What is Psychographic Segmentation? A Complete Guide for Marketers

Nothing’s more revealing of people’s motivations than the actions they take. The internet is heaving with tools and software designed to monitor every platform, every which way. You can automate online surveys so they’re sent out after a psychographic information purchase. Remember that the more data you can collect, the better, so you’ll need a reasonable sample size – 1,000 people should be enough. So, we know what psychographics are and why they’re useful. Here’s our quick guide to the two sets of characteristics.

If you don’t feel like these factors apply or your customers don’t fit into a psychographic profile don’t force it. It also makes it possible to attract a diverse group of customers with the same product without making material changes to it. Demographics provide a frame for your marketing but it’s psychographics that paint the picture. In short, you can use psychographics to direct your content strategy, boosting engagement and making best use of resources. You’re here because you want to know about psychographics. That way, they’ll hit home every time – and you’re more likely to get conversions.

When you get into the thick of it, you may find that there are more personality traits relevant to you and your goals. The following personality traits are useful for the majority of businesses in the majority of industries. That’s why people will listen to specific podcast hosts, watch certain channels, and read the same websites consistently. Most of the time, they’re not college educated and many positions outside of the service industry are under threat of being outsourced. They usually work physically demanding jobs for low pay and don’t have things like health benefits.

Segmentation solutions enable a combined approach

Even just changing the headline to something more relevant to your target audience can improve open rates. To get the most valuable insights it’s best to think carefully about how you’ll facilitate the focus group and the questions you’ll ask. They must able be unconnected to your organisation so they’re impartial and happy to talk about your brand or products.

Some of them went to college and are called blue collar because they’re more likely to wear a uniform to work. They’re by no means poor but they’re not as financially stable as the upper middle class. They’re working professionals like doctors, professors, lawyers, and accountants. Usually, they’re the most successful people in their family. They’re not overly concerned about the costs of goods and services because, if push comes to shove, they’ll find a way.

• Here’s how you can start gathering the data that reveals what drives your customers.
• You'll also discover real-world psychographic segmentation examples that show how understanding the psychology behind consumer and participant behavior drives smarter and stronger business strategies.
• For instance, a blue jeans company might discover through focus groups that younger customers prefer the comfort of yoga pants.
• Learn how to choose the right niche and start earning commissions.
• Researchers use it to assess what drives people as individuals and groups in order to design better studies and interpret more meaningful results.

The first step on our list and the most common way to unlock psychographic information for segmentation are surveys. If only it were as easy as opening Google analytics and flicking a switch. The hard part of psychographic data is people aren’t going to tell you they’re conscientious or extraverted. The process we’ll employ will help you understand your market as a whole so you can create segments.

It’s difficult to get someone to change their opinion. If someone hates Dell computers then it doesn't matter how well you design the latest model, they won't buy it. We all hold opinions whether that’s about politics or global warming. This is as a direct result of the lifestyle they’ve chosen. It's the secret sauce that can turn a good marketing strategy into a great one.

Blend the things that matter to your audience into the customer experience and you’re on your way to gaining a competitive edge. And that’s a huge advantage in today’s ultra-competitive markets. Because when people feel affinity with a brand – a sense of shared values or outlooks – they’re most likely to trust it and stay with it long-term. This emotional connection is the first step to conversions and hugely valuable for a brand. Another reason to make psychographics part of your marketing strategy is to boost engagement.

The place people occupy in their community (or they perceive themselves as occupying) has a direct correlation to their purchasing behavior. The activities they engage in during their free time can reveal a wealth of insight. They don’t need the traditional ropes because they’re free form but they could still use climbing shoes and helmets.

When someone scores high in this trait, they’re thoughtful and tend to control their impulses. They’re cooperative with others while the ones with low agreeableness are overly competitive. This is characterized by people who are sociable, assertive, and possess high levels of emotional expressiveness. People who are low in this trait have emotional stability, deal with stress well, and rarely stay sad or depressed. This refers to sadness, moodiness, and emotional instability.

There are firms that’ll help you interview your target market and distill the information. This is the most expensive route to go for creating psychographic profiles. It’ll help you create a balanced picture of what you’re doing right and wrong as well as give you a solid idea of the way forward. Many times, writing is clinical and edited down so you miss a lot of the information that’s important in psychographic segmentation. The key is to do them in person, on a video call, or a regular call. The first one is to understand the psychographic segments available in your customer base.