What Is Psychographic Segmentation? Examples and Best Practices

For example, your target buyer might be interested in hiking, but in reality, they don’t have the time or feel confident enough to go hiking on their own. Interests can closely align with activities, though not always. Touch upon those interests in your marketing campaign, and you’ll be much more closer to getting their business. At the end of your ad, you might say, “Your path to a healthy lifestyle starts here — click here to begin.” In your campaign, you’ll highlight customer testimonials to appeal to them. You’ll give them what they need to make a purchase decision.

This gives you the ability to create highly relevant and specifically targeted email blasts that appeal to their questions, concerns, interests, and values. The power in psychographics is that it not only gives you an idea of who your customer is, it also tells you how they’re feeling and what they want. Their target market of recreational and experienced adventurers would also include those looking to get married in a unique style.

You can create a segment in Pipedrive for “speed-focused buyers” and then focus sales and marketing efforts accordingly. Psychographic information helps you see which leads align with your product, not just those in the right job or place. For example, two leads might share the same title and work at similar companies. In this guide, you’ll learn how to collect psychographic data in your CRM and apply it to marketing for stronger targeting and more sales. For example, you might learn that a specific psychographic segment makes monthly purchases for your products. And may align better with companies who advocate for ethical consumption.

Benefits of psychographic segmentation

If software buyers regularly attend SaaS events, they may respond well to deeper educational content and peer insights. A prospect identified as innovative will likely try new, unproven tools, making them a potential startup customer. With this insight, a marketer can make website content more relevant by highlighting innovative features. They include values, beliefs, lifestyle, personality and opinions. They help you deliver highly relevant interactions that inspire ideal customers to buy. To persuade a prospect to convert, you must go beyond knowing their job title and company size.

• However, you don’t want to start throwing new tactics into the mix without taking the time to test them out properly.
• More than just a demographic snapshot, it’s a rich profile that can include motivations, preferences, fears and behaviors.
• That target audience could be representative of the general population, a specific demographic or socioeconomic group, a population of consumers who utilize a certain product or service category or any group of people relevant to one's research or business objectives.
• However, the below three brands seemingly have distinct customer segments.

The real estate industry

Based on your knowledge of your target audience, you can market in a way that really speaks to them. You can learn about the interests, activities, and intent of your customers using Google Analytics. Psychographic data helps you gain a deeper understanding of your target audience so that you can personalize your marketing efforts. This means your target audience is more likely to engage with your brand, buy from you and become loyal customers. There’s a similar relationship between customers and brands.

The buyer persona gap that’s costing you customers and making your marketing less authentic + the fix

Yasir Ahmad is the content editor at Salesmate who adds the finishing touch to the blogs you enjoy, turning CRM talk into stories you’ll actually want to read. Companies collect psychographic data through surveys, customer interviews, focus groups, website analytics, social media analytics, and CRM systems. This helps marketing teams tailor marketing messages, advertising campaigns, and landing pages to resonate with specific psychographic segments. Demographics focus on measurable traits like age, gender, and income, while psychographics focus on psychological characteristics such as motivations, values, social status, and media consumption habits.

Examples of psychographic characteristics include personality, lifestyle, interests, opinions, and values. This chat offers insights into their views and values. You discover their values, desires, lifestyles, and preferences. You learn about what drives them by asking smart questions. It ensures messages, offers, and experiences truly reflect what customers care about.

Thus, despite recent negative press for companies like Facebook and Cambridge Analytica, psychographic marketing will likely be a key part of the multi-billion dollar ad market for years to come. Psychologically tailored advertisements resulted in 40% more clicks and 50% more purchases — but only when those advertisements aligned with viewers’ existing levels of extroversion and how open viewers were to new experiences. Other cluster names include “Infinite Monkeys and a Typewriter,” “Kulture Kweens,” “Mostly Marvel,” “You Nerds Do You,” and many others characterized by various different insights. Another company, Baker Capital-backed StatSocial, gathers “essential insights How are psychographics used in marketing? across 60+ social networks and every major blogging platform” to help companies understand their social audiences.

This process helps refine segments and provides insights for targeted marketing strategies. For example, say you discover that a segment of your audience likes watching horror movies. And get valuable insights into their buying mindset (e.g., how likely they are to indulge in spur-of-the-moment purchases).

This profound level of understanding is the foundation for creating products, services, and content that truly solve a customer's specific problems and align with their most important life goals. Psychographic segmentation provides deeper, actionable insights into your audience by revealing why they make purchases, not just who they are. For instance, an impulsive personality might respond well to limited-time offers, while a methodical one prefers detailed product specifications and reviews. This includes classifying individuals as, for example, extroverted versus introverted, impulsive versus methodical, or adventurous versus cautious. Analyzing these factors allows businesses to craft marketing strategies that resonate on a personal, emotional, and values-driven level. The primary variables include Personality, Lifestyle, Attitudes, Social Status, and the detailed measure of AIO (Activities, Interests, Opinions).

Fifty-four percent of customers believe that companies don’t have their best interests in mind. When you have a deep understanding and knowledge of your customers, you can align your messaging with their interests, opinions, and attitudes. When you layer it onto your demographic data, your targeting gets sharper, your messaging gets more relevant, and your results follow. Messaging that aligns with what they already believe converts much better than messaging that asks them to change their mind. Psychographic segmentation is the key to unlocking deep insights into your target audience's attitudes, beliefs, values, and lifestyles.