The power of psychographic segmentation

For instance, if you’re promoting a vegan fitness retreat, you don’t just have to target people who you know are into sports. These days, though, with so much data accessible online, it’s often simply a case of purchasing a dataset from a market research company or scraping insights from the web. Many high street brands use psychographics and the clothing company Adidas is no exception. Launching new products and messaging, the company now targets a younger generation of customers and has a more diverse gender mix, too. Whatever the approach, though, the benefits of psychographics all come down to the incredible detail psychographic that they provide. Customer segments built using psychographic data can inform many digital marketing activities.

Demographics describe who customers are (age, gender, income), while psychographics explain why they buy (motivations, values, interests). AI-powered tools can now analyze vast amounts of data to identify patterns and trends in consumer behavior. Apply psychographic in your marketing by experimenting with different marketing messages, creative assets, and offers targeted at different psychographic segments.

• Hmm… if only there were a company whose mission it was to figure out what people liked.
• Above all, it builds a stronger relationship with your customers (especially if you’re a smaller business).
• With psychographic data, you can look at your customers’ interests and tie industry topics with those interests.
• Meanwhile, unbeknownst to you, the pet food company's product development team is analyzing data from the loyalty program to uncover trends and insights.
• Priority initiatives aren’t just pain points that your features are designed to reverse.

Now that you’ve read a few examples of psychographic segmentation, you might wonder how it can help your business. For example, a home decor company might find that it has a customer base of religious individuals. Segmenting the lower earners from other customers, this company could promote their more affordable vehicles to those most likely to purchase them. A luxury vehicle company might realize that some customers aren’t high-earners like they had initially thought.

What is psychographic segmentation?

Major platforms like Facebook, Instagram, and X (Twitter) offer analytics and ad planning tools that include interest and affinity data. Tapping into these online communities can be a form of "listening" research. For deeper qualitative insights, focus groups and one-on-one interviews are incredibly valuable. To segment your audience psychographically, you first need to gather data about their psychology. Together, attitudes and values deeply influence purchase motivations.

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By applying analytics to break down the marketplace of consumers into smaller groups, marketers and advertisers can profile and target key audiences more effectively. This car market segmentation divides shoppers by past behavior patterns, preferences, and level of engagement with specific brands. Connectivity is also key, as younger consumers gravitate to state-of-the-art infotainment features like touchscreen displays, Apple CarPlay, and Android Auto. These car buyers grew up in the digital age, motivating them to purchase vehicles with tech-focused safety features like advanced driver assistance systems, lane-keeping assist, and rear-cross traffic alerts. There are numerous distinct segments, with today's focus on demographic, psychographic, geographical, and behavioral segmentation.

This includes daily routines, habits, and predominant activities. Segmentation by psychographics can reveal opportunities for new products or features that you might miss otherwise. In practical terms, psychographic research helps you understand the motivations and mindsets that drive consumer behavior. When you understand what makes your target audience tick, you can create campaigns that connect on a deeper level and deliver the right message to the right people. Over the past few years, the car company Subaru has moved more towards psychographic data to understand their customers interest and passions. Demographic surveys gather “hard” data like age, location, race, etc., while psychographic surveys gather “soft,” subjective data about how people live and what they think.

These examples can give you an idea of how psychographic segmentation might look in real life. We can’t say for sure which companies perform psychographic segmentation. Pairing behavioral and psychographic data might show you which types of customers prefer to read blog posts. For example, you might learn that a specific psychographic segment makes monthly purchases for your products. Pair psychographic segmentation with other types of information for a deeper understanding of your audience. If segments aren’t sizable or unique, you may want to go back to the previous step and revisit your raw data.

You can use several types of segmentation to ensure the right marketing messages make it to their customers, including demographic, behavioral, geographic, and psychographic segmentation. CleverTap enables the use of psychographic examples by using real-time behavioral analytics, AI-driven insights, and advanced segmentation techniques. Understanding the above psychographics examples of your target customers, helps you build marketing campaigns that resonate authentically, build brand loyalty, and drive conversions.