Digital Marketing

How to Understand Consumer Behavior Through Psychographic Segmentation

Psychographic Segmentation

Psychographic segmentation is a market segmentation that allows you to get to know your customers better. Every consumer purchase has a purpose, and psychographic segmentation aids in determining the ‘why’ of the decision-making process. More Detail: Digital Marketing Agency.

Many marketers feel that it gives a more holistic perspective of consumers when paired with other market segmentation data. We will look at how psychographic segmentation affects client retention in this post.

What Is Psychographics Segmentation and How Does It Work?

Psychographic segmentation is a kind of marketing segmentation that focuses on the psychological elements that influence customer purchasing, such as emotions, objectives, and ambitions.

It’s a marketing approach that enables companies to design items that satisfy consumers’ individual needs and run campaigns that generate massive profits.

Psychographic segmentation is a method of gaining insight into the thoughts of your target consumers by analyzing psychographic data.

How Is Psychographic Information Gathered?

Psychographic data is first acquired via quantitative study and utilized to construct various segments. The most straightforward approach to do so is to conduct a survey.

Online surveys are becoming a more relevant tool to collect consumer insights since most of the globe now has access to the Internet, with a significant trend toward mobile internet use.

Using online panels enhances speed and accuracy, and ensuring that question wording addresses the critical information necessary for psychographic targeting is crucial to the data gathering process’ success.

Likert scales are widely employed in psychographic surveys because they are an excellent means of evaluating potential consumer values and beliefs. Quantitative research is usually followed by qualitative research, such as one-on-one interviews or focus groups, to reduce bias and generate more accurate segments.

What Is Psychographics Segmentation and Why Do We Use It?

It all starts with an idea. It is the source of inspiration, passion, and ambition. The idea is that using psychographic segmentation in marketing may help you make your marketing more relevant—as long as the data you use to build the segmentation is correct.

Psychographic segmentation gives you a more tailored knowledge of your consumer profiles. You may build better items that cater to your clients’ demands after grasping what they need and desire. It has the potential to improve the efficacy of your:

Hyper-personalization is a must for today’s customers, according to one email marketing. The more tailored your campaign is, the more money it will bring in. Psychographic segmentation makes it possible to meet such needs. To begin creating targeted messages, you may seek assistance from a certified email marketing service.

Because you can connect with your consumers when you generate content that is highly tailored to your unique target demographic, you can immediately acquire inbound leads.

Your online home is your website. There’s no way they can diverge from your influence when you build for a narrow niche audience.

Your advertisements are as follows: Focusing on specific categories may be very beneficial when advertising on Facebook and other social media sites. Let’s pretend you’re seeking to contact interior designers: Users who follow home-decorating periodicals, websites, or companies may see the ad on Facebook.

Five Variables for Psychographic Segmentation

The five fundamental psychographic factors for segmenting will be discussed in the section below:


Personality segmentation is dividing purchasers into groups based on shared personality attributes. Introverted, outgoing, emotional, and opinionated are some of the most well-known characteristics. Because customer personality and purchase patterns are closely tied, this is an ideal approach to classify consumers.

Market researchers may use psychographic segmentation characteristics to produce goods based on the personalities of the majority of their customers, which can enhance sales. Many liquor, laptop, vehicle, and perfume companies have already leveraged their clients’ personality attributes to better their marketing efforts.


Respondents are classified into this psychographic segmentation variable depending on their lifestyles. The way a person spends their money, time, and energy is their lifestyle.

For instance, suppose a vintage clothing company wants to develop items for various market sectors, such as fashion celebrities, office employees, work-from-home parents, and so on. Customers who spend most of their time at work or home, those who favor formal clothing, and other similar factors are used to separate groups. Consequently, the manufacturer may design clothing that caters to many lifestyles, including likes and dislikes, contributing to the creation of a brand that develops vintage clothing for all market segments depending on lifestyle.

Social Position

Customers are usually divided into groups depending on their socioeconomic status. The upper-class customer will be targeted for high-end items such as Chanel and Christian Dior. On the other hand, some firms pander to the public by creating items for ordinary middle-class customers. H&M and Marks & Spencer are two examples of such stores.

AIO (All-In-One) (Activities, Interest, And Opinions)

Consumers divide into groups based on their interests and activities in this kind of segmentation. It might include hobbies, media consumption, and what individuals do in their spare time.

Whether it’s a thriller or a comedy, the frequent pastime here is viewing internet programs. Some viewers favor stand-up comedians, while others choose Narcos or Wild Wild Country. A marketer may design marketing strategies to appeal to various activities, interests, and views by determining preferred items and services depending on the chosen activity.


The ideals imparted in a person’s upbringing and their culture may impact their attitude. In this segmentation, buyers are classified based on their beliefs, attitudes, and motivators.

Based on their views and attitudes, customers split into categories. Attitude is an intangible element that reveals a customer’s fundamental personality. A high-income consumer likes to eat at good restaurants and drive a Mercedes Benz, but a middle-class customer is more concerned with conserving money than a luxury. When selecting the target market for a new product feature or a new product, a marketer must keep these factors in mind.

Examples of Psychographic Segmentation

Consider the following instances of distinguishing based on psychographic analysis:


As you may be aware, there is a significant difference between going on a business trip and going on a vacation. Still, there are several shades of variance in why someone would choose to go on a business trip or a holiday even within these two categories.

Under the broad category of “leisure excursions,” for example, you may find tourists eager for a new experience as well as those looking to go away for some much-needed relaxation. Brands may dig deeper into possible motives for different travel plans using psychographic segmentation in marketing, enabling them to customize their campaign messaging (and travel packages) to their target audience’s wants, priorities, and preferences.


The healthcare sector has encountered considerable obstacles in increasing patient involvement and healthy lives because of a lack of appropriate audience profiling and targeting examples, strategies, and methodologies.

Doctors, hospitals, healthcare systems, health insurance carriers, and other industry players may utilize psychographic segmentation in marketing to categorize prospective healthcare customers based on their central beliefs and preferences, such as those who:

Prioritize someone else’s health and well-being above their own; rely significantly on their healthcare professional’s advice and judgments.

To enhance their health and well-being, they should be proactive in seeking knowledge and guidance.

Believe in naturopathic or holistic medicine’s validity (or reject it).

Other reasons, beliefs, and priorities are shown


Key demographic data factors such as income, education level, number (and ages) of children in the home. So on often used by retail goods marketers to define their target customer.

Psychographic segmentation examines the psychological variations amongst your buyer personas, enabling marketing teams to construct comprehensive consumer profiles that emphasize the many priorities and reasons that drive their purchase choices. Consider the following scenario:

Because they feel it is vital to expose their children to new types of technology, one family may allow their children to spend more time with electronic gadgets. Because they encourage their children to use technology more often, this sort of family may fit the psychographic description of an “enabler.”

Psychographic Segmentation Has 4 Benefits

Consider the following advantages of using psychographic segmentation:

Allow Messaging to a Specific Audience

Everything isn’t necessary. You stick to a narrow niche market when you apply psychographic segmentation, which may help you achieve long-term success.

Improves customer comprehension

You need to know more about the buyer’s persona than just their demographics, interests, loves, and dislikes. However, there is a more delicate component, such as psychology.

Assists in meeting changing customer demands

People’s desires, as well as their cognitive processes, are constantly changing in our fast-paced environment. Psychographic segmentation aids in gaining a better understanding of their evolving thinking processes and purchase behaviors.

Allow for customization

It is significantly more successful than geographic or demographic segmentation since it includes information on lifestyles, hobbies, and attitudes, among other things.

Customizing goods and marketing efforts get a lot simpler with psychographic segmentation.

Last but not least

Psychographic segmentation helps you learn more about your target market than other segmentation types, enabling you to find personal aspects that affect purchase choices.

However, before undertaking a psychographic study, consider its drawbacks, such as high expenses and the possibility of analytical discrepancies if not addressed ahead of time.

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