Psychographic Segmentation: A Beginner’s Guide

For instance, a person who jogs, takes a bus to work, and plays a lot of sports in their free time is very likely to have different purchasing criteria to a person who drives to work, collects coins, and runs a wine tasting club. Ultimately, marketing exists to drive sales; it’s a large part of what keeps companies afloat, and ensures that your colleagues can pay their bills on time. Demographic targeting has long been essential to modern outreach, but psychographics in marketing take this process further by enabling you to tap into your customers’ needs and desires. Psychographics data, on the other hand, looks at their cognitive and emotional characteristics – such as personality, lifestyle, attitudes, values, beliefs, desires, hobbies, and interests. But, while demographics show you who bought your product, psychographics in marketing provides potential explanations as to why they did so. This is often used as part of a larger marketing data collection process across four different segments – more on that further below.

Sitting near the end of the conversion funnel, your landing pages are a key determinant of your conversion rates. But getting the right eyes on your ads means that you’re wasting less money and your conversion rate will be higher. Psychographics segmentation enables you to identify the social media platforms that your target audience is most active on, and you can then make data-driven decisions about where your time and budget are best spent. You can then build these into how your company works (and your external communication), so as to improve your brand image in the eyes of the people most likely to convert. But, if none of this is available to you, you can always look further afield, and do other things like organize focus groups or track down a market research company in your industry for advice. Not only this, but on social media, we have a voice… and we use it to say what matters to us.

This focuses on our activities, interests, and opinions (you may see this written as AIOs), and enables companies to tailor their marketing to specific consumer requirements. Psychographics in marketing is the study of us humans based on our emotional needs and values. Feel free to scroll through the article at your leisure or alternatively click on the question below to jump to the answer you’re looking for.

Psychographic data vs. demographic data

This article is here to help, by answering the most common questions that people have about psychographics in marketing. Capitalizing on this resource requires that you understand what it is, how you can accurately collect this data, and how to put the rich insights it provides to good use. AdMall provides the latest research, insight and analysis for local media sales and digital marketing agencies all in one place. In addition, AdMall contains demographic data, including spending data, for multiple audiences down to the zip code level for the entire U.S. A better source of psychographic data is independently and scientifically run surveys that mirror the overall demographic data of the U.S. adult population. The psychographic data includes interests, purchase intent, lifestyles and attitudes.

Support better media planning

When they show the percentage of the audience that responds to an ad in a specific format, they’re helping marketers understand the value of their potential investment. This piece of behavioral data helps sellers position their formats and their presentations. Marketers may collect and organize consumer behavioral data into useable analytics through their social sites what are psychographics and through their CRM systems. They use this approach to build a survey population that mirrors the larger population of the U.S.

Use surveys to capture what drives each mindset

Given that 58% of people use social media globally (Datareportal), and how much information they’re happy to give out, there is an abundance of information to be had! Favorite platforms may change, but there is no way it is going anywhere anytime soon! He has tried multiple programs before, but none have had the right level of consumer engagement and support. Segmenting markets based on purchasing behaviors can enable marketers to develop a more targeted approach.

Build Psychographic Segments

For example, younger buyers may tend to purchase a funky-looking, colorful milkshake concoction at a coffee shop, whilst older customer groups may be more inclined to relax over something classic. This is achieved by dividing markets according to lifestyle, interests, opinions, values, personality traits, and the like. As you can see from the above image, there is a wealth of information out there on consumers that marketers can use – not only to identify our target audience, but to fine-tune it pretty thoroughly! This information enables marketers to position their products in a way that makes them discoverable by the people most likely to buy from them.

When media sellers understand what motivates a target audience to make purchases, they can customize their presentations. Psychographic data allows users to identify relevant audience segments. To achieve the best outcomes for media sales and for ad campaigns, sellers and buyers should follow best practices when using psychographic data. Because psychographic data helps advertisers identify likely product buyers, the marketer will be more willing to listen to the sales pitch from the media sellers. Media buyers want to know more than basic demographics when buying ad space.

Better media campaigns start with better audience understanding. When media sellers use psychographics, they can show their accounts more information about their target audiences. These insights help media sellers identify the right target audience for their accounts. AudienceSCAN provides insights into consumer interests, attitudes, behaviors, and media preferences. They can show their accounts their percentage of the target audience that will respond to an ad in a specific media format. With access to over 1,350 audience profiles, users can access data about purchase intent, cause marketing attitudes, sports interest, entertainment preferences, and more.

• Knowing what a customer buys offers a direct line into their preferences and priorities.
• By looking for recurring themes that align with specific psychographic profiles, you can address the needs and preferences of different segments effectively.
• Learn how top brands are navigating the era of agentic marketing and what they see as their biggest priorities and challenges.
• Traditional demographic data might suggest that your target audience includes individuals aged who prioritize health and fitness.
• This offers a fuller, richer understanding of their target audience, and can help businesses to anticipate future needs and desires.

Marketing companies also seek to understand consumers’ opinions on stores, locations, products, and branding, in order to drive successful campaigns. If companies are able to identify the interests of potential customers, they will be better able to tailor campaigns to appeal to them. For example, a single, professional woman with a dog may list walking groups, cooking, dog toys, and language learning as interests. This rather fun area of psychographics includes media and social habits, hobbies, pastimes, and indeed anything else which occupies an individual’s time.