Since lifestyle and social status can impact your personality, it may also affect your purchasing decisions too. We’ve even taken a deep-dive into three examples of psychographic segmentation done particularly well to give you an overview of how this strategy can help everything from your campaigns to your branding. Psychographics bridge the gap between consumer psychology and data, taking your behavioral data to the next level of insight. A buyer persona is a profile of a typical customer based on real data. They know what the brand stands for, and don’t make tradeoffs doing so, which is why they attract the audience that they do. Companies segment customers into one or several psychographic traits. We’ve gone through examples of how retailers are using psychographic segmentation for more personalized, customer-centric marketing. This article will guide you through psychographic segmentation, its advantages, variables, and examples. market segmentation strategy in which the total market is divided on the basis of psychology Branching these togetherenables companies to choose the right psychographic segmentation variable(s)for their audience. Your market research is outdated. Someone working in the marketing field, for example, may have interests in technology or psychology as well. Example: WW (formerly Weight Watchers). Psychographic segmentation capitalizes on this by dividing customers based on psychological factors, which include behaviors, personalities, lifestyles, and beliefs. The motorbike brand is notorious for targeting the rough, rebellious, free, thrill-seeking American man - and this personality has influenced their overarching marketing strategy since the 1930s! Think of them like principles or character traits, and this will go a long way with the questions you ask to your market. For example, Fred Perry targeted this email campaign towards the lifestyle of the “busy New York male”, leveraging flash retail. This strategy enables the company to divide a large market into subsets based on distinct characteristics, need and wants. And that’s what marketing is all about, after all. But what is the internet if not all-encompassing? Now that you understand the definition, examples, and strategies, you can start to plan how to use behavioral segmentation within your marketing. How do you group your customers together by their shared psychological characteristics? For example, a millennial woman who has previously bought from independent retailers, spends time reading webshop supply chains, and chooses products with “eco” tags, may be part of the environmentally-conscious market segment. But the people looking for this aren’t concerned about price. The campaign responded to the psychographic segment of the “upper-class millennial”. Basically, the internet is segmenting for you! And they’re more likely to target married couples because they’re more likely to expect children. The campaign below, for example, features their signature badge pretty heavily: Having a psychographic segment of people who respond to Authority means Foot Locker can also use words like “expert” or “staff picked” to recommend further products onsite or enhance their campaign copy like in this twitter post: The “Foot Locker approved” badge gives them a chance to show their credibility across multiple channels, simply using insights that started from product badges on their PLP. This article helps you achieve that. Most of the time, there is a set number of factors taken into account when dividing the audience into units.. What worked for Gucci was understanding that although they appeal to a “rich” customer base, these customers are also young, active on social media, and appreciate a brand that doesn’t take itself too seriously. With this data, it’s up to your team to help make these kinds of assumptions, drawing meaning from customer motivations. Both brands are quickly recognizable because they feature happy babies and loving parents. Values are another psychographic segmentation variable to pay close attention too. With psychographic segmentation, companies examine consumer's lifestyles, personality, interests, opinions, social class, habits and activities to better ascertain their needs. In these examples, psychographic segmentation has proven to enhance marketing directives. Segmenting audiences helps the vehicle corporations stand out in the highly saturated automobile industry. This 2019 report by Resonate groups shoppers as activist shoppers, personal values shoppers, advice-seeking shoppers, and blog-obsessed shoppers. Everything around us — from our families to our job environment — shape our values. This is exceptionally true for retail sectors, clothing for example. Still, depending on the brand, it may be beneficial to keep them separate, as you’ll see in the below psychographic segmentation examples. Finding out these interest help you to improve your personas, and, as a result, your marketing. In psychology, the Big Five traits of personality are: For shopper profiles, this will be a bit different. Using these categories, … You can track your customers’ values by gathering all the information you already have on them about their backgrounds (class, interests, lifestyles) and then drawing assumptions from these. Where focus groups may cause. Healthcare Industry. By the end, you’ll have a clear understanding of what psychographic segmentation is and how many popular companies use it in their marketing. In the online world, browser history, previous purchases, and heat maps are just a few ways you can track behavior. It is the marketers and the sellers of products and commodities who use this technique in order to decide their marketing strategy. Education is another segmentation type. This is an important segmentation. It’s such a fundamental part of ourselves, companies spend a good chunk of R&D to understand core values in their customers. They target masculine personalities who enjoy trucking, mudding, and other outdoor “male” hobbies. Companies that have mastered psychographic segmentation. This type of market segmentation divides the population on the basis of … Race 3. Starbucks’ campaigns accordingly appeal to these different segments, which is part of the reason they’ve become so successful with consumers. You’re left making assumptions about your customers using methods that don’t quite cut it anymore. It gives them an advantage. Furthermore, they segment effectively within this audience depending on their lifestyle. If you followed this article, you’re now familiar with psychographic segmentation and how you can use it to grow your business. Or, digital communities that make up a subculture of some kind. Foot Locker can group customers who convert based on Foot Locker’s “stamp of approval” into a psychographic segment of people who respond to Authority. Gender 4. Does this stop them from branding themselves as a familiar and accessible luxury brand? It’s more than just school-related products; it can also speak to customers who are educating themselves about something. The ones you never wish to compromise on? IKEA’s omnichannel sustainability campaign goes from creating a report, to value-driven campaigns, to sustainable product badges on their webshop. Something to think about: subtle psychological triggers can lead to a deeper understanding of what your customers love about your products. Here are a couple of common (andnot-so-common) psychographic segmentation types with examples for each. It’s the last piece of the puzzle to achieving a holistic customer view! One country that has showcased robust strength in the wake of the coronavirus pandemic is Vietnam. Usage. Here are five examples of psychographic components that you can use to … Legacy brands like Gucci have a good idea of who their target audience is: they aim their products at the upper-class consumer with high quality, high prices, and high fashion. Learn all about psychographic segmentation definition, variables, examples, and advantages to implement it for your target market. One way to segment your audience based on their interests is to track “interest tribes”. The points below may help you decide whether an MBA is something you should do now, postpone or perhaps consider eschewing entirely. I use NastyGal as an example a lot, not only because I get a lot of emails from them, but because I think they take a great deal of care to correspond their branding communication with their audience. That’s why these companies segment their audience based on personality, social status, attitudes, and maybe even values. 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