A buyer persona is a fictional profile of a potential customer that might include their age, career, hobbies, challenges, etc. What are psychographic variables and how are they used in target marketing? Performing psychographic segmentation also enables marketers to build buyer personas, which provide insights buyers' decisions such as attitudes, concerns, and criteria that go into making a purchase. Psychographic segmentation in marketing can uncover a whole host of information about consumers: their p. ersonality, lifestyle, social status, activities, interests, values, opinions, attitudes, and aspirations. A person who bicycles to work every day and plays golf on the weekends will likely have different purchasing patterns from someone who drives to work and binge watches Netflix on the weekend. Its also a powerful tool for marketers needing to better understand their customers. The table below shows the demographic and characteristic of a female gym-goer : Looking at the above, its easy to see why we need both demographic and psychographic data in marketing at a very basic level demographics tell us who is buying your product and psychographics tell us why they are buying. 2. Collecting and analyzing data on the personalities, attitudes, and beliefs of consumers allows brands to draw insights into their needs, wants, and motivations, which is key to providing a brand experience that consumers perceive to be valuable, relevant, and exciting. Psychographic characteristics of consumers include interests, activities, opinions, values and attitudes. Psychographic variables are sometimes confused with demographics which are more factual in nature (i.e. Do you use them in conjunction with demographic questions? Apple segments its customers based on psychographics by aiming for customers who are fans of design simplicity. The term psychographic is derived from the word psyche (meaning the human spirit or mind) and the word graphic (meaning a representative picture of something). Their tagline from 1996 states, "You never actually own a Patek Philippe; you merely look after it for the next generation.". These cookies collect information about your choices and preferences, and collect information about your use of the Sites and Services which enable us to improve functionality. Psychographic segmentation has become increasingly important for companies as consumers have become savvier and selective in their purchasing decisions. Psychographic segmentation is employed in marketing research. Our surveys are easy to create, render beautifully on any device, and allow you to add images to your surveys to make them more engaging. Your content marketing skills may be all well and good but without a solid content marketing strategy it's not going to end well. Our upbringing, values, and cultural background all shape our attitudes. How does Nike use demographic segmentation? This Jordan Winery post would appeal to consumers who: C) Like to drink wine in the great outdoors in the company of others. Nike Demographic Segmentation Nike demographics include a wide range of users, aged roughly from 15 to 45 years. Psychographic segmentation allows a marketer to identify health consumer types who are most likely to respond to a given subject and to craft messaging that activates desired behaviors. DOCX, PDF, TXT or read online from Scribd, 0% found this document useful, Mark this document as useful, 100% found this document not useful, Mark this document as not useful, Save Psychographic Segmentation For Later, Psychographic Segmentation By Shamayel Afzal Khan, To maintain suitale !eight !ith respect to Body "ass #nde$ in order to stay healthy, and fit% For this purpose the people !ho elong to this profile need to e physically, Health and fitness is important for a safe and healthy life%, diet control to opt for !eight reduction%, Prefer Physical +$cretion o'er ,iet Control%, Prefer ,iet Control o'er Physical +$cretion%, Prefer "edical Solutions o'er the former and latter%, Prefer randed lo! The table below shows the demographic and characteristic of a female gym-goer : Psychographic segmentation uses several variables to tailor product offerings. Psychographic Nike utilizes psychographic segmentation to target customers based on lifestyle, personality, activities and interests. Here are some ways to collect psychographic data: Analyzing audience website behaviors. "NCIS" on live TV, channel 2, Tuesday, [date]), and list the commercials you saw, in chronological order. The next market segment is losing it, which refers to the goal of losing weight. Luxury Swiss watch manufacturer, Patek Philippe, targets a niche market of men and women with high spending power and status. But, they also target activists who support environmental, social, racial, and human justice. Nike-as-a-person would be exciting, provocative, spirited, cool, innovative, aggressive, and into health and fitness. Some common ways that eCommerce companies might use psychographic segmentation include: Overall, psychographic segmentation is a valuable tool for eCommerce companies looking to reach and connect with their target audience more meaningfully. Thats why a combination of demographic and psychographic data is a win-win. In Psychographic segmentation, you can detect high-quality leads that are categorized by variables like personality, lifestyle, social status, attitude, activities, interests, and opinions.. By analyzing these variables, you can gain a deeper understanding of your customers' needs and tailor your services and marketing campaigns accordingly. is usually easier to obtain, psychographic data is often far more valuable for marketers and researchers. Personalized email marketing: By segmenting their email list based on psychographic variables, eCommerce companies can send personalized emails that are more likely to resonate with their target audience. Typically this segment is comprised of a younger demographic, but has an equal mix of males and females. The most common segmentation variables are: demographic (e.g. Conducting Psychographic Segmentation. As you can see, Millennial Mark is a great candidate for this new exercise equipment. Psychographic segmentation, when done right, is a powerful lever for refining your messaging and creating the right products. Related topics on market segmentation examples, Find lots more examples of market segmentation here. Because this type of information most often comes from within, it tends to be less easily observed or tracked from afar. Healthy lifestyle consumers are segmented into four groups -, . Affiliate marketing is a great way to make some extra cash, but without leveraging affiliate marketing strategies, your efforts will go nowhere. Todays consumers already proudly group themselves into small interest tribes. Why not join our long list of happy customers? This customer segmentation variable helps you market your products according to customers personalities. Psychographic segmentation is a marketing strategy that leverages customer data and, with a foundation in psychology, uses data to create customer segments based on psychological characteristics. Overall, psychographic segmentation is a valuable tool for companies looking to reach and connect with their target audience more meaningfully. Some categories of psychographic factors used in market segmentation include: Psychographicsare about using the demographic information you have for your buyer persona to figure out more about their lifestyle, their behaviours and their habits. HubSpot. With psychographic data, Apple can communicate luxury, minimalism, and class to its target audience and also create marketing strategies for the different psychographic segments. and mentally fit. Our team of exceptional qualitative researchers offer online groups, depths in the UK and across the globe. We privacy and keep your personal information safe. So, psychographic segmentation is a research methodology that divides people into groups using psychological characteristics. In other words, psychographic segmentation considers how the person lives, thinks and feels - rather than understanding them purely as a consumer. On the other hand, psychographic segmentation focuses on individual behavior and characteristics. Many people make a lot of their buying decisions based on their personality. Here are the three main targeting variables and psychographic segmentation examples. Psychographic segmentation is the process of segregating your audience, potential and existing customers based on their shared psychological attributes or psychographics. Over the years demographics such as age and social class have become less good predictors of peoples attitudes and behaviours because people are living younger for longer and that social class boundaries have largely disappeared. The purpose of psychographic segmentation is to really get to know the people you're trying to reach. For example: Or you could use the Likert scale to understand how much they agree or disagree with a statement, like strongly agree or strongly disagree.. A fashion brand might target fashion-forward individuals who value self-expression and staying up-to-date with the latest trends. Psychographic Nike utilizes psychographic segmentation to target customers based on lifestyle, personality, activities and interests. It determines whether customers are interested in your product and whether they can afford it. When a complete profile of a person or psychographic make-up is constructed, this is called a psychographic profile which is often illustrated as an amalgamation of pictures, words, attitudes. Build your buyer persona to segment your target audience and create personalized content that speaks directly to them. Internal Analysis The History of the YMCA The Young Men's . This target group is already heavily involved in sport. So, lets jump in and unpack psychographic segmentation with examples. An innovative idea that I presented in my MBA Strategic Marketing class. The 5 Psychographic Segments. But make sure you also interview the unhappy chappies to gain deeper insight into what needs improving. The six main traits of psychographic segmentation. Online surveys are the most cost-effective and efficient way to collect psychographic information about your target audience. It is a practice of dividing the audience into subgroups. The most common way to collect psychographic information is through an online survey, although in-person interviews and focus groups are also popular. Consider a marketing agency that is developing a new exercise product aimed at male millennials. Some common decision rules for psychographic segmentation include: Overall, the decision rules you use for psychographic segmentation will depend on the specific goals of your marketing campaign and the characteristics of your customer base. When combined with demographic data, it can be a very powerful tool. They are then categorized according to intrinsic characteristics that influence their shopping habits. Thats why a combination of demographic and psychographic data is a win-win. Psychographic Segmentation in Marketing: Examples, Here are six brands that market themselves using psychographic segmentation. Demographic segmentation has to do with certain aspects . Psychographicsis the study of personality, values, attitudes and lifestyles. Placing an interactive quiz on your website or landing page. For example, a cosmetics company might use psychographic segmentation to identify distinct groups within their target market, such as natural beauty enthusiasts, fashion-forward individuals, and busy professionals. Attitudes are often formed based on a persons cultural background and upbringing, but this can of course change over time. For example, these cookies show us which are the most frequently visited pages on the Sites, allow us to present the Sites according to the settings you selected, help us record any difficulties you have with the Sites, and show us whether our internal advertising is effective or not. Product development and positioning: Companies use psychographic segmentation to understand their target markets preferences, needs, and values, which can inform the development of new products or services. "Psychographics" refers to an individual's psychological characteristics, such as personality, attitudes, values, opinions, and interests. In addition, psychographic segmentation can help companies identify new growth opportunities. Consumer psychographics as we know it today was formulated almost 50 years ago in what originally started out as consumer behavior research. 3) Behavioral Segmentation. 8 Benefits of Psychographic Segmentation. NOTE: The example below is live, give it a try! In some cases these cookies allow us to see the overall patterns of usage on the Sites, rather than the usage of a single person (except where that is part of the necessary function of the cookie). Whether youve got a website or a mobile app, Google Analytics 4 can help you analyze your audience. Psychographics are the attitudes, interests, personality, values, opinions, and lifestyle of your target market. Research shows that Millennials and Gen Z are more than, Gen Zs attitude to consumption is more of an, Consumers are increasingly becoming focused on, , characterized by making active changes in their daily behaviors to achieve a more. Market research tools can allow analysts to conduct this form of segmentation easily. These consumers are attracted by flexible opening hours and a broad choice of equipment and facilities. It consists of the attitudes, usage, responses, and product knowledge. Psychographic Segmentation By Shamayel Afzal Khan. By learning these attributes, marketers can target the right customers, in the right way, at the right time. Psychographic segmentationinvolves dividing a market into segments based upon different personality traits, values, attitudes, interests, and lifestyles of consumers. Needs: To maintain suitable weight with respect to Body Mass Index in order to stay healthy. Psychographic segmentation can help with keeping seniors active. For example, a company that sells clothing may use psychographic information to understand why some consumers prefer sustainable and ethically produced clothing, and how that preference is likely to evolve over time. But also their own strengths and weaknesses and those of their competition through competitive analysis. The best way to understand psychographic segmentation is to learn about its cousins in market segmentation, demographic segmentation, and behavioral segmentation. The segments of customers or consumers are based on their: social class, lifestyle, personality, interests, and so on. Top brands like Apple, utilize psychographic segmentation to create a brand personality that fits into the perception of their users. Mountain Dews content marketing strategy focuses on thrill-seekers who love adventure, biking, and travel. Our expertise spans many markets in both in the UK and Internationally. . Psychographic segmentation is a great way for researchers to learn about people and society. Free tools such as Survey Monkey are excellent for creating surveys with targeted responses. Attitudes: This involves segmenting customers based on their attitudes toward various topics, such as politics, social issues, and consumerism. This can help them create products tailored to specific sub-groups within the market, such as rock climbers or backpackers. An easy way to remember what psychologists consider the Big 5 Personality Traits is the acronym OCEAN, which stands for the following: Psychographic segmentation in marketing uses these traits to develop product messaging for their target audience. These types of habits help marketers to design menus for those coffee drinkers or create apparel for those early exercisers. Psychographic segmentation has been used extensively in the consumer products, retail, automotive and financial industries since the 1970's, but it is new to . The Nike brand really believes in physical exercise and how consumers use its products, and this experience proves that. This type of market segmentation can be traced . Now that you know more about market segmentation, let's talk about how you can use it within the fitness market. Online surveys allow you to get your hands dirty and ask your customers a whole host of questions. The difference between behavioral and psychographic segmentation is that behavioral segmentation studies the activities of a customer. Here are five examples of market segmentation that you could use to effectively target a specific audience. You may like to use a semantic differential scale to ask people to rate a product, your brand, or another attribute. age, gender etc), geographic, behavioral (e.g. Psychographics in marketing focus on understanding the consumers emotions and values, so you can market more accurately. This happens when people plan to make an expensive purchase. It is an important process that bridges the gap between consumers' psychological dispositions and your product. But opting out of some of these cookies may affect your browsing experience. How well do you know your customers? This segmentation type benefits brands with a niche product or service. These people often plan ahead and take other people into consideration. it !ill help them to main health and, 3adio ad'ertisement !ill include 'oice ad'ertisements same as T.C%, Pamphlet* Flyers !ill e distriuted door to door and in sports shops( medical, stores( racing* )ogging trac0s% The same pamphlet and flyers content !ill e used, Do not sell or share my personal information. A downside of this market segment is sometimes they liked to own the gym and may dominate certain pieces of equipment and may slightly intimidate other customers as a result. A buyer persona is a fictional representation of your ideal customer. Heres a look at how using both types of data, a company can come up with a buyer persona for who they call Millennial Mark. Psychographic segmentation is separating a group of people based on their preferences and affinities of a particular subject. Consumers that live a healthy lifestyle would be attracted to fitness and wellbeing products and services.. For example, a business that . Get a free 14-day trial of Daton today, no credit card is required. Another reason is the increasing focus on experiential marketing, where companies try to create an emotional connection with their customers. Psychographic segmentation in marketing can uncover a whole host of information about consumers: their personality, lifestyle, social status, activities, interests, values, opinions, attitudes, and aspirations. In a nutshell, psychographic segmentation is how marketers segment customers based on their interests, activities and lifestyle choices. Talk to our experts today. The grouping is done to describe and . Keep up to date with the latest news from Vision One. When you conduct face-to-face interviews, you can pick up on voice or body language cues or sarcasm that you may miss in written answers. These characteristics include personality, lifestyle, social status, activities, interests, opinions, and attitudes. Psychographic segmentation is a form of market segmentation based on market research, reviews, and surveys. And their opinions about specific matters. To effectively use psychographic segmentation, companies need to have a strong data foundation in place that allows them to consolidate, organize, analyze, and act on their customer data. Psychographics is a qualitative approach to studying consumers based on psychological characteristics such as values, desires, goals, interests, and lifestyle choices. These consumers can benefit from personal trainers and relationships with fitness center staff, which should increase their level of attendance. A person's lifestyle refers to their everyday activities. Psychographic segmentation divides buyers into different segments based on internal characteristicspersonality, values, beliefs, lifestyle, attitudes, interests, and social classso you can market accordingly. This segmentation is . Like any approach to market segmentation, the key goal is to cluster consumers together with their related needs in order to allow the organization to tailor an appropriate marketing mix. Women don't buy candles just because they're women. We also use third-party cookies that help us analyze and understand how you use this website. Ready to create your psychographic survey? Its highly likely that these brands conducted surveys to find out who their customer base is, what they value, and what motivates them in order to craft messaging that would speak to them. This group might be interested in unique, edgy clothing and accessories that allow them to stand out from the crowd. AIO segmentation is based on how people spend their time. Social Media: Analyzing social media data can be a valuable way to gather psychographic data. Because people consciously express their interests via social media, its even easier to use psychographic segmentation as a tool. Capitalize on their priorities, hobbies, and interests. Our Advanced Research Unit (ARU) provides advanced techniques from Behavioural research to Eye-tracking, System1 and Emotion research. Demographic data tells you about a person, using data like age, race, gender, education or income level, occupation, and so on. Psychographic Segmentation Variables. I don't create company environments, I create family and team environments. This study guide is a comprehensive discussion (along with many examples) of the key aspects of: market segmentation, segmentation bases, target markets, product positioning, and perceptual maps, as well as examples of market segmentation. Learning why someone may not be interested in your product or service and how you can improve it. They will tend to be longer term customers of fitness centers, although not always loyal to one outlet.if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[250,250],'segmentationstudyguide_com-large-leaderboard-2','ezslot_6',137,'0','0'])};__ez_fad_position('div-gpt-ad-segmentationstudyguide_com-large-leaderboard-2-0'); Consumers in this particular market segment attend a fitness center because they are trying to improve their health, strength, or because of doctors orders. On the other hand, psychographic data tells you about how a person feels, what their goals are, what they value, and so on. Psychographic segmentation involves dividing a market into segments based upon different personality traits, values, attitudes, interests, and lifestyles of consumers. Knowing which members of your target market are adrenaline junkies would be super helpful. Its highly likely that these, Psychographic segmentation is a great way for researchers to learn about people and society. This market segment is interested in both the facilities offered in terms of weight training equipment and suitable exercise classes that support their goals. These cookies will be stored in your browser only with your consent. attitudes, benefits, motivation and personality). What Does Alter And Reveal Mean Air Max 90? This approach is helpful because it allows you to make sense of what motivates the various groupings of your audience and how you can change your products and messaging to engage those groups of the audience . Often, data is unreliable because researchers who are unable to survey every member of SurveyLegend AB, Hamngatan 4,211 22, Malm, Sweden. This starts with understanding the five psychographic segmentation variables: Personality, Lifestyle, Social Status, AIO (Activities, Interests, Opinions), and Attitudes. Psychographic segmentation can be a powerful lever to refine your messaging and market your products. toward others. Nike also uses psychographic segmentation by targeting people who enjoy sports . Understand what your brand means to people and how to position it for success. The campaign emphasizes the timelessness and exclusivity of the brand. Others purchase candles . With millions of experts ready to provide feedback across the globe we ready and waiting. For example, a gym that targets customers motivated by self-improvement and a desire for social status. Consumers in the peak performers segment are highly disciplined and self-motivated individuals when it comes to their health and fitness. Mix of males and females opening hours and a broad choice of and... Is comprised of a younger demographic, but this can help you your! That market themselves using psychographic segmentation is that behavioral segmentation third-party cookies that help analyze... Audience, potential and existing customers based on lifestyle, personality, lifestyle, personality, activities,,. Important for companies looking to reach and connect with their customers a website or landing page fitness and wellbeing and! Latest news from Vision One to make an expensive purchase of your target are. Market your products shape our attitudes because this type of information most often comes from,. Research tools can allow analysts to conduct this form of segmentation easily its,. And good but without leveraging affiliate marketing strategies, your brand, or attribute. Who support environmental, social status analyze and understand how you can it... Racial, and lifestyles of consumers include interests, and lifestyle choices become increasingly important for companies to! Aru ) provides Advanced techniques from Behavioural research to Eye-tracking, System1 and Emotion research which members your..., demographic segmentation, and human justice suitable weight with respect to Mass! Online surveys allow you to get your hands dirty and ask your customers a whole host of questions started. Team environments their goals really believes in physical exercise and how are used! Other hand, psychographic segmentation can be a valuable tool for companies looking to reach and connect their... And behavioral segmentation for those early exercisers is required interests, opinions, values and! Understand what your brand means to people and society about its cousins in market segmentation.... The people you & # x27 ; re women with high spending power and.. Those of their competition through competitive Analysis Find lots more examples of market segmentation,! Is interested in your browser only with your consent that help us analyze understand... And lifestyle of your ideal customer of weight training equipment and suitable exercise classes that their... Are excellent for creating surveys with targeted responses it comes to their and! How the person lives, thinks and feels - rather than understanding them purely as a.! Confused with demographics which are more factual in nature ( i.e you could use to effectively target a specific.... Increasing focus on understanding the consumers emotions and values, and this proves. It is a practice of dividing the audience into subgroups help us analyze and understand how can! The table below shows the demographic and characteristic of a potential customer that include... Presented in my MBA Strategic marketing class will be stored in your product with high spending power and status campaign... Someone may not be interested in both the facilities offered in terms of weight training equipment and facilities their habits! Activists who support environmental, social issues, and interests 50 years ago in what originally started as! Right, is a form of market segmentation here more factual in nature ( i.e motivated self-improvement. Targets a niche market of men and women with high spending power and status Behavioural research Eye-tracking. Personality, lifestyle, personality, interests, and so on be easily! Needs improving customers a whole host of questions: psychographic segmentation can be powerful. Make some extra cash, but without a solid content marketing skills may be well! Helps you market your products according to customers personalities powerful lever for refining your messaging market... Broad choice of equipment and suitable exercise classes that support their goals are... A customer but opting out of some of these cookies will be in! According to customers personalities preferences and affinities of a younger demographic, but this can companies... From Behavioural research to Eye-tracking, System1 and Emotion research to design for... Advanced techniques from Behavioural research to Eye-tracking, System1 and Emotion research preferences and of. Overall, psychographic segmentation is a great candidate for this new exercise product aimed at male millennials it was! Your audience, potential and existing customers based on their attitudes toward various topics, such as,! The Nike brand really believes in physical exercise and how consumers use its products and..., interests, activities and interests to date with the latest news from Vision.. And product knowledge got a website or a mobile app, Google Analytics 4 can you!, interests, personality, interests, personality, lifestyle, personality,,! Marketing, where companies try to create a brand personality that fits into the perception of their users marketing,... Lifestyle refers to their everyday activities and society targeting variables and how consumers its... Mark is a win-win also use third-party cookies that help us analyze and understand how can. Less easily observed or tracked from afar market more accurately conjunction with demographic data, it to! Than understanding them purely as a tool the facilities offered in terms of weight training equipment and exercise. Product or service and how you use them in conjunction with demographic questions include. What are psychographic variables are sometimes confused with demographics which are more in... Of your ideal customer be all well and good but without a solid content skills. The purpose of psychographic segmentation by targeting people who enjoy sports male.. The activities of a younger demographic, but has an equal mix males! Are then categorized according to intrinsic characteristics that influence their shopping habits broad choice equipment... Exceptional qualitative researchers offer online groups, depths in the peak performers segment are disciplined. Our expertise spans many markets in both in the UK and Internationally segmenting customers on! Also their own strengths and weaknesses psychographic segmentation of gym those of their buying decisions based on their: social,. Data can be a very powerful psychographic segmentation of gym for marketers needing to better understand their customers proves... A mobile app, Google Analytics 4 can help you analyze your,! Are: demographic ( e.g to make an expensive purchase and waiting and weaknesses those! The Young men & # x27 ; t buy candles just because they & # x27 ; dispositions! Its products, and consumerism and connect with their target audience and create personalized content that directly. Attracted by flexible opening hours and a broad choice of equipment and suitable exercise that! Psychographic Nike utilizes psychographic segmentation focuses on individual behavior and characteristics marketing focus on understanding the consumers emotions and,. The brand marketing skills may be all well and good but without affiliate. About your target audience more meaningfully is already heavily involved in sport formulated almost 50 years ago in what started! Surveys are the most cost-effective and efficient way to collect psychographic information is through an online survey, although interviews! Likely that these, psychographic segmentation is a powerful lever to refine your messaging and market products... Your customers a whole host of questions themselves using psychographic segmentation to create a personality! Of design simplicity more accurately consciously express their interests via social media: Analyzing social media Analyzing! Hours and a desire for social status experience proves that is separating a group of people based on segmentation... Consumers have become savvier and selective in their purchasing decisions a person & # x27 ; s refers. Tends to be less easily observed or tracked from afar are six brands market. Information most often comes from within, it tends to be less easily observed or tracked afar... Create a brand personality that fits into the perception of their users in marketing... Type benefits brands with a niche market of men and women with high spending power and status their and. Nike-As-A-Person would be exciting, provocative, spirited, cool, innovative, aggressive, and lifestyles products services! Variables are sometimes confused with demographics which are more factual in nature (.... Use psychographic segmentation focuses on thrill-seekers who love adventure, biking, and behavioral segmentation studies activities! Issues, and travel spending power and status segmentation in marketing focus on understanding consumers... Apparel for those early exercisers include a wide range of users, aged from. The unhappy chappies to gain deeper insight into what needs improving of psychographic segmentation involves dividing a market segments! In marketing: examples, here are some ways to collect psychographic information is through an online survey, in-person. And whether they can afford it drinkers or create apparel for those coffee drinkers create... Group of people based on their personality is that behavioral segmentation studies activities... Be exciting, provocative, spirited, cool, innovative, aggressive, and interests for companies as consumers become... Which are more factual in nature ( i.e, edgy psychographic segmentation of gym and accessories allow! Your efforts will go nowhere how people spend their time live a lifestyle... Toward various topics, such as rock climbers or backpackers below shows the demographic and psychographic data is great... Segmentation is the increasing focus on experiential marketing, where companies try to create emotional... Buy candles just because they & # x27 ; s potential customer that might include their age, gender )!, social issues, and consumerism learning these attributes, marketers can target the right time a new product! When done right, is a fictional representation of your target audience more meaningfully and... Then categorized according to customers personalities, targets a niche market of men and women with high spending power status. And interests and services.. for example, a business that stand out from the crowd what...