Psychographic segmentation is a proactive marketing strategy that includes categorizing the target audience based on their activities, interests, opinions, personality, and lifestyle. Lifestyle is a psychographic example businesses use to categorise people by their attitudes and interests, helping marketers understand which groups are likely to buy their products or services. Examples of Psychographic Segmentation in Marketing . Whilst psychographic data focuses on human attributes such as values, motivation and priorities. Don Marler's Food Cart. 3. So, we know how to segment demographically (age, location, income, etc.) To sum up, psychographic marketing can help you elevate and enhance your digital marketing strategy by giving you a complete picture of who your customers . A person will have a rich personality only if he has high buying power as well as the taste in clothes to maintain such a lifestyle. Peeling back the layers of their complex inner workings to analyze and understand the individual behind the shopper. Behavioural Data. Segmenting consumers into these subgroups based on conscious and . The primary segmentation criteria Starbucks uses is psychographic segmentation. Targeting early tech adopters for a new line of phones or tablets. These factors are then analyzed to predict how you, the customer, will respond to focused marketing campaigns. Combining these insights with other customer data can reveal powerful opportunities to market the same product or service to . Because this area of research focuses on interests, attitudes, and opinions, psychographic factors are also called IAO variables. In this post we dive deep into Psychographic Segmentation and the nuances of using it to understand your customers while delivering better products. Implementing the Strategy. It includes six hexagons with icons representing values, activity, behavior, interest, attitude, and opinion. Personality. Think about these 2 Sports: Golf and Basketball. I find that I'm easily swayed by other people's opinions. When defining and targeting an audience, demographics will only get you so far. Psychographic data is integral to marketing strategies and product development. Psychographic segmentation helps to build a more holistic picture of consumers when used in conjunction with other forms of market segmentation. This example can be extended to other markets as well. For example, if the business has a product . Social Status, or the crossover between demographics and lifestyle. A customized customer experience leads to . Marketers use both demographics and psychographics in their market research to create their marketing strategy. These characteristics may include: These shared attributes may be observable or not. When you think of vehicles like the Volkswagen Polo, you probably think of words like "robust," "hatchback," and "affordable.". Let's learn about psychographic segmentation and look at different psychographic segmentation examples to help you plan your marketing strategies. Purpose. Coca-Cola's market segmentation focuses on four various elements, namely geographic, demographic, psychographic, and behavioral. but how do you categorize characteristics? How to Gather Psychographic Data. In a way, psychographics allows you to bridge the gap between all these individual datasets. With psychographic data, Apple can communicate luxury, minimalism, and class to its target audience and also create marketing strategies for the different psychographic segments. Your typical target buyer persona demographics may look like this: Male. Updated: 09/17/2021 Create an account Prefers using their mobile device to shop online. The organic food industry is one of the fastest-growing industries that focuses on a specific target audience. Surveys. You can use each of these psychometric . Psychographics example. 1. one product and multiple market segments. 2. To play basketball and enjoy it, you need 2 things: Be relatively young. Understanding your customers on an emotional level is one of the keys . Consider these six examples of psychographic characteristics that can be assessed and used in marketing campaigns: 1. 2. multiple products and multiple market segments. Psychographic segmentation helps identify people based on the way they think & the kind of life they want to live in terms of lifestyle . Personality in psychographic segmentation is dependent on both - lifestyle as well as social class. Lifestyle, or how people live. Apart from dividing the market based on psychographics, the brand should also use these factors to connect with their audience. For example, demographic segmentation would target simply women ages 35 to 45 living with a moderate income in a suburban area. Psychographic data lets us create extremely personalised messages and content, as well as facilitating smarter keyword . What makes them tick. Lifestyle. Psychographic Marketing: An E-Commerce Example. Such insights are often based on both demographic and behavioral data points, and businesses use those insights to create specific audience segments. Geographic segmentation - grouping customers with regards to their physical location. Wikipedia defines psychographics as "a qualitative methodology used to describe traits of humans on psychological attributes." Wants to be seen as fashionable and on-trend. This equals effective marketing, successful business decisions, and product development that appeals to your consumers. It uncovers unseen motivations and attitudes behind buyer decisions. Psychographic segmentation provides valuable insights into consumer motivations. Lifestyle. Here is again where psychographic segmentation can play a major role. Psychographic Segmentation 101: What It Is & How to Use It. Examples of psychographic factors include (but are not limited to): Values Interests Attitudes Lifestyle Personality type Social class As you can see, when it comes to content creation (and any conversion-focused online discipline), psychographics have a greater impact than demographics. This kind of market segmentation is done to cater to consumers with similar likes and needs and offer them something they value. Top content on Examples, Psychographic and Strategy as selected by the B2B Marketing Zone community. An example of psychographic variables Let's say that you're trying to sell a new brand of car to your target customers. 3. The model is 91.1% accurate at identifying a consumer's psychographic profile, and each segment has its own unique approaches to health and wellness, motivations for behavior change and communication preferences. It will help you to illustrate the segmentation process in a clear and concise manner. Demographic segmentation is a great place to start, as it divides your market into broad strokes, but psychographics gives marketers greater leverage in influencing conversions. The company targets customers based on their lifestyle choices, and attitudes concerning 'fairtrade' food (Yu & Fang, 2009, p. 1273-1285). A person's lifestyle generally refers to their everyday activities. 1. Niche Markets Niche marketing focuses on a very specific segment or sub-segment of the market. When you combine both of these elements, you get a detailed picture of who your ideal . Here are five examples of psychographic characteristics that researchers commonly study (and can give you useful insights about potential customers): 1. For example, a large majority of Generation Z teenagers from developed countries are active online and up to date both with pop-cultural and socio-political events. Simple. Don Marler, founder of family-owned street food truck best known for its mouthwatering cheesesteak sandwiches, generated more revenue after using geographic segmentation in conjunction with omnichannel marketing . It may sound complicated, but with the segmentation examples above, youll have a better understanding of how and why customers use this type of segmentation every single day. It is an important exercise for businesses that want to get better. Psychographic types . Let's consider a jewelry brand that deals with customized accessories. There are examples of psychographic marketing all around us. 3 specific segmentation strategies. Psychographics is the study of people's lifestyles, attitudes, interests, beliefs, emotions, values, and aspirations. 1. These are more like inclinations and affinities that occupy someone's time. At the most basic level, psychographics is the attempt to describe complicated psychological characteristics in simple terms that can be useful for everything from marketing strategy to government policy making. In marketing-speak, 'AIO' is a catch-all for psychographic measurements. Psychographics examples are instances of a kind of market segmentation in which you can classify individuals to their psychological characteristics that affect their purchasing behaviour. It provides insights you can use to make informed business decisions that ultimately affect your connection with your target market. Customer interviews are just . Attitudes, beliefs, or customer perceptions . Here are some other examples of demographics and psychographics in marketing: A small boutique surveys their customers and finds that most of them prefer texting to mail. Here are a few ways to collect and analyze psychographic data: Focus Groups. Volkswagen. 3. 1. They use archetypes or a combination of archetypes in their branding and communication. Be 2 meters tall. Example: one personality trait that is part of the 5-Factor Model is extroversion. An example of this type of psychographic is of those who are staunchly against animal testing. The definition of psychographics is a method of market segmentation that involves sorting consumers into groups based on shared psychological characteristics, such as personality traits, values . Google Analytics. Psychographic segmentation capitalizes on this by dividing customers based on psychological factors, which include behaviors, personalities, lifestyles, and beliefs. Psychographic profiling is used by marketers and psychologists to determine a person's psychological behaviors and motivations. How to Use Psychographics in Your Marketing. Personality describes the collection of traits that someone consistently exhibits over time, as commonly assessed through a 5-Factor Model. Psychographics bridge the gap between consumer psychology and data, taking your behavioral data to the next level of insight. You can play it anywhere providing you have a "basket". This information can come from analyzing five key psychographic segmentation variables. The rationale behind this marketing strategy is that demographic is a blunt instrument that can be sharpened by understanding different personality traits. Brand Experience. . Example broad market products may include over-the-counter medicines that solve specific ailments such as headaches, some clothing products, children's toys, etc. Here are the advantages of psychographic . A definition. 5) Personality Psychographic Segmentation. Here are a few successful customer segmentation examples that enable valuable customer interactions. Niche products solve problems and provide value to a narrowly defined audience. 1. Psychographic segmentation is the smartest way for companies to stand out and identify the critical needs of customers. 5 Examples of Psychographic Characteristics. Psychographic segmentation is a segmentation method in which the total market is divided into multiple homogenous groups on the basis of parameters or variables like psychology, beliefs, values, personality, characteristics, lifestyle, attitudes, reasons etc. I like to challenge and push myself to be the best I can be in life. Psychographic segmentation, or behavioral segmentation, is a method of dividing markets on the bases of the psychology and lifestyle habits of customers. Select your respondents. Behavioral segmentation - grouping customers based on their past actions, like spending habits, browsing habits, and . The main group Starbucks advertises for is the "serious coffee drinker" or someone who prefers an upscale market coffee. Market segmentation is an organizational strategy used to break down a target market audience into smaller, more manageable groups. Social Media. This article will guide you through psychographic segmentation, its advantages, variables, and examples. Interviews. When segmenting by personality, you must consider factors such as their beliefs, morals, motivations, and overall outlook on life. Here's a look at each of them, complete with examples of services or products that use psychographic segmentation. For example, demographic information might tell you something about a person's age, but psychographic information will tell you that the person is just starting a family and is in the market for baby products. +1(212) 991-5633; . Psychographics, when used in marketing efforts, aims to find the values and emotions that motivate a prospective client to acquire a certain commodity or service. Creates better understanding of the consumers. While demographics help to explain who your target customers are, psychographic data explains the "why". For example, if women of working age were more likely to buy pantyhose, creating ads that spoke to them helped drive more purchases. A prime example of the benefits of market segmentation in the healthcare industry can be seen in a recent case study by Advisory Board, in which TriHealth Corporate Health, a Cincinnati-based integrated delivery system, partnered with PatientBond to develop a psychographic segmentation strategy with its health coaches.
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