Wikipedia defines psychographics as " Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles. Here some psychographics examples worth considering: The Big Five Personality Traits / The OCEAN Model 3 specific segmentation strategies. Attitudes, beliefs, or customer perceptions . Because this area of research focuses on interests, attitudes, and opinions, psychographic factors are also called IAO variables. This is the biggest and most obvious benefit to well-implemented market segmentation. 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. In marketing-speak, 'AIO' is a catch-all for psychographic measurements. In a way, psychographics allows you to bridge the gap between all these individual datasets. 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 . For example, trainers - some people want them for marathon training, others for walking to work, casual wear or as a fashion statement. Personality in psychographic segmentation is dependent on both - lifestyle as well as social class. Large brands are well known for their psychographic marketing efforts, bohemoths such as Apple, Ikea, Dove or Audi, they all leverage psychographics to better appeal to their target audience. Affinities could also be toward actual goods, like luxury cars, or toward a certain brand. This example can be extended to other markets as well. . By better recognizing the needs of your customers, you can identify more effective tactics for reaching them and improving their interactions and experience with your business. Think about these 2 Sports: Golf and Basketball. Coca-Cola might have originated from the United States, but it has expanded its brand to various countries across the globe over the years. Let's consider a jewelry brand that deals with customized accessories. You could have a psychographic segment like the women who are interested in sports, mentioned above. Ideal . Volkswagen. Joseph Chris Partners into the following subcategories: The psychographic segmentation model used by PatientBond was developed by healthcare consumer experts from Procter & Gamble. With this information, marketers can better communicate with their target audience. Psychographic segmentation divides potential consumers based on their interests, personalities, lifestyles, activities, and other similar factors. Example: one personality trait that is part of the 5-Factor Model is extroversion. I find that I'm easily swayed by other people's opinions. For Example: An online beauty website may discover that a substantial proportion of its users also prefer to seek recommendations for makeup products. Here are a few ways to collect and analyze psychographic data: Focus Groups. The Volkswagen group is an excellent example of how market segmentation allows a brand to appeal to very different groups of people. Psychographic segmentation provides valuable insights into consumer motivations. Psychographic data is integral to marketing strategies and product development. 2. The following are common types of psychographics with examples of each. A market segmentation strategy organizes your customer or business base along demographic, geographic, behavioral, or psychographic linesor a combination of them. Here is again where psychographic segmentation can play a major role. Psychographic segmentation helps to build a more holistic picture of consumers when used in conjunction with other forms of market segmentation. At Foundr, we believe that customer interviews are one of the best things you can do for your marketing strategy and essentially, for your business. Demographic data serves the purpose of grouping a population with external factors like age, gender, race and income level. Consider these six examples of psychographic characteristics that can be assessed and used in marketing campaigns: 1. Example: one personality trait that is . Wikipedia defines psychographics as "a qualitative methodology used to describe traits of humans on psychological attributes." This equals effective marketing, successful business decisions, and product development that appeals to your consumers. A person's lifestyle generally refers to their everyday activities. The boutique manager sends discount codes and sales alerts through texts rather than mail and boosts profits. Lifestyle, or how people live. Niche Markets Niche marketing focuses on a very specific segment or sub-segment of the market. Be 2 meters tall. Give examples of ways to use the strategies Describe family life cycle segmentation and understand different ways to market to tweens, Baby Boomers and Generation X Define the 80/20 Principle Psychographic segmentation is a proactive marketing strategy that includes categorizing the target audience based on their activities, interests, opinions, personality, and lifestyle. Psychographic segmentation is the research methodology used for studying consumers using psychological characteristics including personality, . 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. 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. Select your respondents. For example, if the business has a product . 6 psychographics examples. The main group Starbucks advertises for is the "serious coffee drinker" or someone who prefers an upscale market coffee. This information can come from analyzing five key psychographic segmentation variables. It uncovers unseen motivations and attitudes behind buyer decisions. Psychographic segmentation is a method used to group prospective, current or previous customers with shared similar characteristics. 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. Marketers use both demographics and psychographics in their market research to create their marketing strategy. Psychographic segmentation - grouping customers based on their personalities and interests, including beliefs, hobbies, and life goals. 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. It will help you to illustrate the segmentation process in a clear and concise manner. Measuring psychographic attributes gives marketers insight into consumer motivations and the ability to go beyond "who" to dig deeper into "why.". mass customization. Thus the term " Brand personality " came into effect. Lifestyle. Understanding your customers on an emotional level is one of the keys . A customized customer experience leads to . While demographics help to explain who your target customers are, psychographic data explains the "why". The company's geographic segmentation aims to drive the market into different . Enjoys having multiple payment options for online purchases. Psychographics work by aggregating data on an individual's activities, interests, and opinions (AIO). Psychographic segmentation capitalizes on this by dividing customers based on psychological factors, which include behaviors, personalities, lifestyles, and beliefs. They use archetypes or a combination of archetypes in their branding and communication. The exciting factor of Psychographics includes hobbies, pastimes, and media consumption habits of a customer. With psychographic data, Apple can communicate luxury, minimalism, and class to its target audience and also create marketing strategies for the different psychographic segments. Simple. The colors used in the hexagons are attractive. 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. Psychographics include personal interests, attitudes, values, desires and specific behaviors. Here's a list of specific psychographics examples businesses often use in market segmentation: 1. Most of the time, psychographic segments are based on preferences and interests. The company targets customers based on their lifestyle choices, and attitudes concerning 'fairtrade' food (Yu & Fang, 2009, p. 1273-1285). Your typical target buyer persona demographics may look like this: Male. Explore the conceptual framework of psychographic segmentation in marketing and learn how it is utilized through a variety of examples. Psychographic segmentation is the smartest way for companies to stand out and identify the critical needs of customers. Psychographic types . Don Marler's Food Cart. Interviews. 1. When defining and targeting an audience, demographics will only get you so far. Peeling back the layers of their complex inner workings to analyze and understand the individual behind the shopper. Wants to be seen as fashionable and on-trend. It is an important exercise for businesses that want to get better. Combining these insights with other customer data can reveal powerful opportunities to market the same product or service to . 5) Personality Psychographic Segmentation. Here are the advantages of psychographic . Sees clothing as a form of creative self-expression. 1. This information adds detail to buyer personas that guide brand positioning, product . Examples of Psychometric Variables 1. Personalities. Psychographic segmentation helps identify people based on the way they think & the kind of life they want to live in terms of lifestyle . When segmenting by personality, you must consider factors such as their beliefs, morals, motivations, and overall outlook on life. 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. Psychographic data lets us create extremely personalised messages and content, as well as facilitating smarter keyword . Apart from dividing the market based on psychographics, the brand should also use these factors to connect with their audience. 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. 1. When you combine both of these elements, you get a detailed picture of who your ideal . Prefers using their mobile device to shop online. 5 Examples of Psychographic Characteristics. Psychographic segmentation: Bottom line. You can see in the personal profile that this is a range, not an absolute. Sample answers: I'm a risk-taker. These characteristics may include: These shared attributes may be observable or not. These factors are then analyzed to predict how you, the customer, will respond to focused marketing campaigns. Marketers refer to these psychographic segmentation variables as personality, lifestyle, social class, attitudes and AIO (activities, interests and opinions). Google Analytics. They created Diet Coke for those who are health conscious, offered a number of energy drinks for those who need energy particularly in sport, and also provided Real Gold for busy people in offices. So, we know how to segment demographically (age, location, income, etc.) Here are a few successful customer segmentation examples that enable valuable customer interactions. 5 Psychographic Segmentation Examples to Guide Your Online Marketing Strategies Segmentation is an important component of organizing and managing your customer database. How to Use Psychographics in Your Marketing. Marketing a product requires a deep understanding of the . . Psychographic Segmentation 101: What It Is & How to Use It. Social Media. What Is Psychographic Segmentation (5 Variables + Examples) Savvy marketers use psychographic segmentation as a marketing strategy to figure out exactly what shoppers are thinking. Creates better understanding of the consumers. Top content on Examples, Psychographic and Strategy as selected by the B2B Marketing Zone community. Here's an example of a basic psychographic profile for a customer of an ecommerce fashion retailer: Likes to shop online. 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