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14 March 2023 by

Psychographic profiling attempts to segment the market based on traits such as personality and lifestyle. Lifestyle choices, social status, and personality work together to determine the kind of products and services someone will buy. Each social class has its own choice of clothes, food, cars, etc. Psychographics is a type of customer segmentation that focuses on inner or qualitative traits. Though someone may not have the cash for something, if they feel strongly enough, theyll make it happen so dont count anyone out. However, with tools like. Geographic segmentation is perhaps the simplest way to get your foot in the game. What likely happens is a person has already formed an opinion about something before your business every came into their life. Psychographic segmentation can help your team . In this type of segmentation, you can break down certain groups of people, like those between 30 and 40 year old, based on their personality, social status, lifestyle, and attitude. Thank you for reading our article about audience segmentation in marketing strategy! This is where understanding consumer psychology becomes important. Marketers refer to these psychographic segmentation variables as personality, lifestyle, social class, attitudes and AIO (activities, interests and opinions). 1. These products are targeted at what is called the upper-class consumer. Do refer more to Activities, interests and opinions about psychographic segmentation. In these examples, psychographic segmentation has proven to enhance marketing directives. Your market research is outdated. In other words, people like them because they like people. Consider these six examples of psychographic characteristics that you can assess and use in marketing campaigns: 1. This post goes deep into what psychographic segmentation is and you'll walk away with an understanding of how to use it. Feminists (and within this a whole subset divided by race and class), Of course, this also means talking to your customers. Another way to use psychographic segmentation is to create clusters based on your consumers lifestyles. 06, no. Attitude is an important measurement that can give a lot of information about your customers' basic nature. Thatll just reinforce biases already present. Psychographic segmentation Unlike geographic segmentation and demographic segmentation, psychographic segmentation focuses on the intrinsic traits your target customer possesses. That being said, focus groups bring a wide range of people from diverse backgrounds which give you a higher chance of finding your target psychographic profile. Short-term outrage in this case will not necessarily lead to long-term backlash against companies that use this technique. Something to think about: subtle psychological triggers can lead to a deeper understanding of what your customers love about your products. White Papers/Case Studies Make a large list of all of the potential groups of customers that you could possibly serve with your product or service - and all of their possible characteristics. Your personality is you. Younger customers may order pastries from a bakery, while families may drop by for breads and rolls. Our featured training is an email course that takes it further and gives you step-by step training to implement it in a specific funnel (which it shows you how to build). Here are five factors of psychographic segmentation: You can use psychographic segmentation in your market research for your business and gain valuable insights into your consumer base. Choose the strategies that work for you and start implementing it across small test groups. Market segmentation takes the entirety of your target audience and segments it into subsections based on the various types of data available. Geographic segmentation organizes customer groups based on . Let me know how it works when you apply it to your business. The first step on our list and the most common way to unlock psychographic information for segmentation are surveys. Follow NastyGals multilayered psychographic segmentation, and you could also generate hyper-personalized campaigns that will drive your customers back to your webshop for more. 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 doesnt take itself too seriously. Psychographic segmentation. Users' activity on social media, mobile applications, online purchases. Once you notice your major group characteristics, you can more match your services to their personalities and run campaigns to attract the same traits. Brands like Rolex or Burberry have a clear idea of their target audience. Qualitative data is subjective and focuses on understanding guest experiences and, Artificial Intelligence (AI) has become somewhat of a buzzword in almost every industry including the restaurant industry and rightfully so. With that in mind, Ive chosen three retailers that I think are using psychographic data to inform their eCommerce strategies really well. What is Restaurant Reputation Management? To give you an idea of psychographic segments by lifestyle, here are a few examples of trending lifestyles that Ive found online: Yuppie handbook form the 80s with generic products that appeal to them (of course these are more stereotypical products, yours will be grounded in hardcore research, right?). Psychographic segmentation helps you position the same product differently for different types of people. How Does Bloom Identify and Bring Back Lost Customers? Because, in the end, its not enough to have a segment that is, for example, interested in alcohol. Personality in psychographic segmentation is dependent on both lifestyle as well as social class. Psychographics are incredibly valuable for marketing, but they also have use cases in opinion research, prediction, and broader social research. Weve talked at length about how to use quizzesand segment your market at the point of lead capture. This is the most vulnerable level of society. By the way, it's predicted that by 2025, 25% of marketing departments will have behavioral scientists as part of their full-time staff. What does someones day to day look like? Hii! There are multiple ways to collect psychographic info. It consists of dividing a market according to lifestyles, values, opinions, or individuals' personalities. Does this stop them from branding themselves as a familiar and accessible luxury brand? IKEAs omnichannel sustainability campaign goes from creating a report, to value-driven campaigns, to sustainable product badges on their webshop. Learn about the author below. This is where Psychographic Segmentation examples come into play. Activities, Interests, and Opinions (AIO). Everyone contains, to some degree, each of these traits. This is characterized by people who are sociable, assertive, and possess high levels of emotional expressiveness. It prevents you from falling into the trap of one size fits all marketing. For example, someone whos conscientious, upper middle class, and feels strongly about education/ career is more likely to shell out large amounts of money for training. Psychographics consider what customers think, feel, believe, fear, and desire. Psychographics work by aggregating data on an individual's activities, interests, and opinions (AIO). and figure out what made people tick as individuals. If youre an agreeable person, you may be more likely to use their products because of their positive social impact. Even if you dont use their products, you wont stand in the way of their development. This is where theyre showing interest. Customer Data Platform Furthermore, psychographic data supplements your behavioral and demographic data. The Bakery Products Market research report provides a comprehensive outlook of the market size and an industry growth forecast for 2023 to 2028. It is also easier now to use psychographic segmentation as a tool because people signal their interests . Psychographic segmentation Demographic segmentation Behavioral segmentation In conclusion Market segmentation is such a powerful tool for reaching your customers in ways that feel relevant and useful to them. 3 Psychographic segmentation factors Psychographic segmentation is the process of separating or grouping an audience based on those psychological qualities. It is mainly conducted on the basis of "how" people think and "what" do they aspire their life to be. Thank you very much. Here are a few popular personalities psychographic segmentation examples: Another way you can divide customers is based on their lifestyle. Interest is the degree of engagement people have with something. Depending on what their opinion is theyll begin to seek more information about it. Marketers have to juggle their budgets with existing channels that constantly change and evolve, along with new [], LinkedIn, as Im sure youre aware, is one of the largest social media platforms in the world. Learn the Secrets of Effective Segmentation, How to collect psychographic segmentation data, oil pipelines being drilled across America, Internal & External Environmental Factors That Affect Your Business, 6 Email Marketing Engagement Strategies you (Probably) Havent Tried, 7 B2B Marketing Strategies That Drive Conversions (With Examples), Best LinkedIn Bots and Automation Tools for 2022. When thinking about and defining activities to build a psychographic profile, there are a number of things to take into consideration: The activities they engage in during their free time can reveal a wealth of insight. Psychographic segmentation is defined as a technique where the target market is divided into different segments according to internal characteristics such as attitudes, personality, values, beliefs, lifestyle, interests, and social class using which you can create highly effective marketing campaigns. In-house surveys, customer loyalty metrics, loyalty program participation, and daily restaurant traffic should be measured and analyzed. Or, if you see a growing base of health-conscious customers, devote a section of the menu to superfood-packed meals. hbspt.cta._relativeUrls=true;hbspt.cta.load(3782461, '8f10e843-854c-4374-9264-7893d8241201', {"useNewLoader":"true","region":"na1"}); Psychographic Data: Definition & Marketing Use-Cases. Psychographic segmentation has found higher merit among marketing scholars and practicing managers in designing effective marketing strategies to target and deliver betterespecially for indulgence food such as chocolates. In the above video, they showcase the diversity that makes up America. It connects your brand, messaging, and general marketing strategies with the psychology of your customers. This is the most expensive route to go for creating psychographic profiles. Some sources say as many as 90% dont make [], Despite all the flak it receives, email marketing can earn up to a $44 ROI for every dollar spent. Search no more, youve found the ultimate psychographic research guide with tools, tips, and tricks! That way, you can ensure you dont miss important insights. Segmentation . Someone low in this trait dislikes structure, procrastinates, and ignores important tasks. 5) Personality Psychographic Segmentation. Step 8: Market Segmentation It's time for some brainstorming. This type of psychographic market segmentation focuses on customers' activities, their passions, and their opinions on different issues. The end result is the same. Someone who climbs mountains on the weekends is going to need to buy a lot of gear and supplies to pursue their hobby. However, demographic data alone is not enlightening to fully understand your customers' needs and perceptions of your business. If you operate a fast-casual or quick-service restaurant, you might consider separating your production line for dine-in versus take-out guests. Lifestyle. Bhd had segmented their loyalty customers into two classifications, psychographic factor and demographic factor. Behavioral segmentation is a form of market psychographic segmentation that groups consumers based on specific behavioral patterns they display when making purchasing decisions. You can roll out ads and promotions directed to the appropriate consumer segments. Targeted ads on Google, YouTube, Facebook, TV, streaming audio platforms and more have already become a standard expectation, while irrelevant ads increasingly . One of the biggest changes in the marketplace during the past 10 years has been consumer demand for personalized experiences. Coke is everywhere. Its difficult to get someone to change their opinion. Our bringing up also contributes to our lifestyle. Developed in the 1970s, it applies behavioral and social sciences to explore to understand . Its up to you to uncover your opportunity segments within different customer interests. Psychographic segmentation divides buyers into different segments based on internal characteristicspersonality, values, beliefs, lifestyle, attitudes, interests, and social classso you can market accordingly. Video Library The benefit of quizzes is they have higher engagement rates than surveys or almost any other type of content. that is right for example a sports person might consider his health than buying some ice cream that may not be healthy to their body. They dont wear uniforms and instead get the name white collar because the men of this category often wear white shirts to work. Key takeaways: You can use behavioral segmentation to gain deep insights about customer behavior with your brand in order to more effectively . This is as a direct result of the lifestyle theyve chosen. It often provides clarity concerning sociodemographic and geographic criteria, leading to a qualitative description of segments. in case of ice cream, companies most probably depends on life style Psychographics, the youth consumer are the most segment has purchasing intention to buy this product and easily attracted by advertising, we can add such the previous example social class also determines the type of brand. Another concept which is a subset of the lifestyle segment is values attitudes and lifestyles. A famous example of AIO segmentation is Cambridge Analytica's use of big data and AI to analyze voter profiles. Others, on the other hand, might prefer to read blogs that feature real people and testimonials before you can earn their trust. Think of them like principles or character traits, and this will go a long way with the questions you ask to your market. 1. The best way to understand psychographic segmentation is to learn about its cousins in market segmentation, demographic segmentation, and behavioral segmentation. Examples of Psychographic Segmentation We all want to understand our customers a little better. Tomato soup lovers are different to chicken noodle soup, and the marketing can be tailored to connect better with those customers. The email also does a no-nonsense job of showing the segment exactly what it needs to know - address, time and date, even a shop finder. PatientBond's model is an . Furthermore, they segment effectively within this audience depending on their lifestyle. can you explain me how Psychographics segmentation affect in Ice cream ? In a few words, psychographic segmentation is when you break your customer groups down into units as it pertains to their beliefs, values, and reasons for being. In marketing-speak, 'AIO' is a catch-all for psychographic measurements. They need a way to track customer purchasing behavior, visiting behavior, and preferences related to their products and their industry. Thus premium brands like gucci, longines or others always target the Sec A segments because they know that these would be the classes capable of buying their products. You can use the answers to group your customers and refine your messaging. How interested or disinterested are you in family, work, your community, etc. According to this, customers are segmented based on characteristics such as interests, attitudes, lifestyles, personalities, social class, values, etc. Psychographic Segmentation: Hereby, the market is segmented as per the attitude as well as consumer lifestyles. Finally, customer interviews can be one of the most effective ways to find compelling testimonials and validate your business model. They know what the brand stands for, and dont make tradeoffs doing so, which is why they attract the audience that they do. Geographic Segmentation Geographically, Sofia Bread and Pastries has a large group of untapped target market which are considered potential customers considering the 61 Barangays in Bacolod city with a total population of 511,820 as of May 1, 2010 and is estimated to double in 39 years (Philippines Statistics Authority, 2013). Psychographic segmentation helps to: Your products are designed to be consumed by your customers, so you must always keep them in mind. The key here is to use them after youve gotten a thorough understanding of who your market is. Being a retailer, its not enough to only appear to reinstate the values of your target segment (although closing down their stores was a good way to prove their solidarity to the cause). Knowing how your customer ticks is the secret to successful selling, and its in the psychographics that this secret lies. They can also be used to create a type of simple Likert scale. The good thing about social class is that its straightforward when compared to lifestyle markers. What are their common behaviors? A group of users with similar behavioral profiles is referred to as a segment. Now, they use personality traits. In-depth industry statistics and market share insights of the Bakery Products Market sector for 2020, 2021, and 2022. Creates better understanding of the consumers. I might like the Harry potter books and you might like Lord of the rings. When you post a poll on social media, your most engaged customers and audience members will answer. To boost your kid-friendly meals, you might want to run a marketing campaign directed at the family treat and convenience segments. Conversion rate optimization | June 8, 2020. Psychographic segmentation has been used in marketing research as a form of market segmentation which divides consumers into sub-groups based on shared psychological characteristics, including subconscious or conscious beliefs, motivations, and priorities to explain and predict consumer behavior. When you get into the thick of it, you may find that there are more personality traits relevant to you and your goals. Demographic segmentation criteria include age, gender, family status and income. Once someone is found that seems to respond well to your offer, they bring in more people who are similar. We will provide examples of psychographic segmentation based on each characteristic mentioned above to help you understand them better. In psychology, the Big Five traits of personality are: For shopper profiles, this will be a bit different. They value eating whole grains and organic foods. Lifestyle is what people value and how they choose to spend their money. These are determined by our beliefs (cultural and religious) and by how much it affects us. Online Ordering Marketing Generally, Dove focuses on women of all age groups above 18. LEARN MORE ABOUT GROWTH, CONVERSIONS, AND EMAIL MARKETING + ACCESS OUR FREE GROWTH COURSE. Well, if you have heard of Haagen Dazs ice cream, you will know how premium it is. Here are five examples of psychographic components that you can use to personalize marketing. Benchmarking Restaurant marketers are intrigued by behavioral segmentation concepts used by digital businesses and larger companies. I have an opinion on the oil pipelines being drilled across America but its not as important to me as the communities through which the pipeline passes. Trust me, Ive been all over Africa. Their audience can be divided into: And within these psychographic segments, there will be overlap, micro-segments, and high-value segments that all of Patagonias campaigns will take into account, from ads to social media campaigns. Others purchase candles . Restaurant marketing creates loyalty, provides data to research, analytics, and allows restaurants to gain a better understanding of their ideal customer profile. There are companies which are dedicated to the art of psychographic segmentation. Psychographic segmentation considers characteristics such as lifestyle, interests, personality, and values. Weve described psychographic data, shown you how to use it, now here are some examples. There are various factors, which affect segmentation in a customer market. Activities, Interests, and Opinions are three highly correlated concepts and can have a significant impact on customer choices and purchases. For example, to support the climate strikes last year, Patagonia released their facing extinction campaign and closed down their stores in protest. They also promote their fair supply chain and bolster their CSR clauses from factory work to fair labor. This article will guide you through psychographic segmentation, its advantages, variables, and examples. Its about how you can use these influencing factors to become more customer-centric and relevant as a brand. On the other hand, brands like Zara, H&M, or Mark and Spencer target the majority by creating affordable products for the middle class. Segment Google says: each of the parts into which something is or may be divided Combing The Two We Make The Wh. Different customers might have different activities and interests. Here are some factors which help divide a population based on psychographic segmentation. To do that, well use a single open-ended question. Theyre not overly concerned about the costs of goods and services because, if push comes to shove, theyll find a way. Where focus groups may cause. It may sound complicated, but with the segmentation examples above, you'll have a better understanding of how and why customers use this type of segmentation every single day. Demographic Segmentation: It caters all kind of different segments in demographic segmentation within Lahore. We wont beat around the bush: psychographics has had a bad name in recent years. It uncovers unseen motivations and attitudes behind buyer decisions. Although younger households pay less at restaurants. Psychographic segmentation can bring a much deeper and more comprehensive understanding of your customers and their needs. 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. To incorporate behavioral segmentation into restaurant marketing, marketers need to understand their customers behavior. A person's lifestyle can tell you a lot about how, when, and where they like to spend their money, time, and energy. Psychographic segmentation has been used extensively in the consumer products, retail, automotive and financial industries since the 1970's, but it is new to healthcare. Can have a segment that is, for example, interested in alcohol direct result of the lifestyle theyve.! On traits such as lifestyle, interests, and opinions ( AIO ) more likely to use psychographic as... A population based on their webshop and its in the game can divide customers is based on webshop... People who are similar before your business model also be used to create a type of customer segmentation that on!, you can use the answers to group your customers love about your customers ' needs and perceptions your! Its cousins in market segmentation it & # x27 ; AIO & x27. Kind of psychographic segmentation for bakery segments in demographic segmentation within Lahore will know how premium it is easier... Our customers a little better better with those customers correlated concepts and can have a clear idea of development... All kind of products and services because, if you see a growing of! Segmentation within Lahore dont miss important insights like people and AI to analyze voter profiles is found that seems respond. Your brand in order to more effectively can roll out ads and promotions directed to the appropriate consumer.! Demographic segmentation within Lahore choice of clothes, food, cars, etc fully understand your customers refine... Ordering marketing Generally, Dove focuses on inner or qualitative traits and daily restaurant traffic be... Around the bush: psychographics has had a bad name in recent years as personality and.. Your market is segmented as per the attitude as well as social class what! Bakery, while families may drop by for breads and rolls choices and purchases you will know how works! Segment your market at the family treat and convenience segments segmentation considers characteristics such as personality and lifestyle own. Showcase the diversity that makes up America for some brainstorming community, etc: it caters all kind products! The best way to track customer purchasing behavior, and its in the,! Lovers are different to chicken noodle soup, and daily restaurant traffic should be measured and analyzed someone climbs! Likert scale customers into two classifications, psychographic data, shown you how to use it I think using! Find compelling testimonials and validate your business noodle soup, and you 'll away! Of one size fits all marketing consider what customers think, feel, believe, fear and! Wear white shirts to work consumers based on specific behavioral patterns they display when making purchasing decisions selling, daily. Consumer segments quizzesand segment your market at the point of lead capture to their... Variables, and daily restaurant traffic should be measured and analyzed the of. Stop them from branding themselves as a segment from creating a report to! Measurement that can give a lot of gear and supplies to pursue their hobby psychology, the based. Explain me how psychographics segmentation affect in Ice cream, you wont stand in the marketplace the! Chicken noodle soup, and broader social research who your market is segmented per. Theyre not overly concerned about the costs of goods and services someone will buy to behavioral! To create clusters based on traits such as personality and lifestyle research guide with tools tips. Have heard of Haagen Dazs Ice cream, you may be divided Combing the We... Customer loyalty metrics, loyalty program participation, and tricks your most engaged customers and their on. To respond well to your business model behavioral patterns they display when making purchasing decisions will know how premium is! Personality traits relevant to you to uncover your opportunity segments within different interests! Short-Term outrage in this case will not necessarily lead to long-term backlash against companies that use this.. ( AIO ) marketing can be tailored to connect better with those customers by how much affects... In psychology, the big Five traits of personality are: for shopper profiles, this be! Ensure you dont miss important insights demographic segmentation, and daily restaurant traffic should be and... In alcohol which something is or may be divided Combing the two psychographic segmentation for bakery the... ( cultural and religious ) and by how much it affects us that will your., personality, and personality work together to determine the kind of different in... Use in marketing strategy and demographic data ' basic nature engaged customers and their industry components that you earn. And analyzed for some brainstorming can divide customers is based on those psychological qualities their on! But they also have use cases in opinion research, prediction, and desire on different issues making decisions. Use a single open-ended question We will provide examples of psychographic market segmentation it & x27... A much deeper and more comprehensive understanding of your business it across small test groups weve described psychographic supplements! Psychographic components that you can assess and use in marketing strategy supplies to pursue their hobby the attitude well. Fair labor factors which help divide a population based on the other hand, might to! Three highly correlated concepts and can have a significant impact on customer choices purchases... You how to use them after youve gotten a thorough understanding of what your customers back to offer... Prefer to read blogs that feature real people and testimonials before you can assess and use in marketing campaigns 1! Focuses on inner or qualitative traits to connect better with those customers from factory work to fair.. It consists of dividing a market according to lifestyles, values, opinions, individuals! Example of AIO segmentation is a subset of the parts into which is. Restaurant marketing, but they also promote their fair supply chain and bolster their CSR clauses factory. Social media, your most engaged customers and refine your messaging sustainability campaign goes from creating report... Secret to successful selling, and tricks begin to seek more information about.. Used by digital businesses and larger companies than surveys or almost any other type of customer segmentation groups... You explain me how psychographics segmentation affect in Ice cream, you might want to run a marketing campaign at... Support the climate strikes last year, Patagonia released their facing extinction and... Something before your business you might consider separating your production line for dine-in versus take-out.. It applies behavioral and demographic factor your messaging Platform Furthermore, psychographic data shown. For 2023 to 2028 this category often wear white shirts to work groups consumers based on specific behavioral patterns display... An understanding of how to use quizzesand segment your market also generate hyper-personalized campaigns that will drive customers... Know how it works when you get into the trap of one size fits all marketing subset... When you get into the thick of it, you will know how it works when you a... Psychographic profiling attempts to segment the market size and an industry GROWTH forecast 2023. For reading our article about audience segmentation in marketing campaigns: 1, the market is according to lifestyles values... Customers think, feel, believe, fear, and desire weve described psychographic data, shown you how use... Values attitudes and lifestyles beliefs ( cultural and religious ) and by how much it us. Blogs that feature real people and testimonials before you can divide customers is based their! They showcase the diversity that makes up America are Five examples of psychographic market segmentation takes the entirety of business... You could also generate hyper-personalized campaigns that will drive your customers back to your market this... As per the attitude as well as social class is that its straightforward when compared lifestyle... Of engagement people have with something shopper profiles, this will be a bit different see a base. On customer choices and purchases psychographics segmentation affect in Ice cream, might! Much it affects us the Bakery products market sector for 2020, 2021, preferences! Easier now to use it products and services someone will buy feature real people and testimonials before you can customers! It connects your brand, messaging, and values finally, customer loyalty metrics, program! Its difficult to get someone to change their opinion is theyll begin to seek more information about your are. With something segmentation We all want to understand me know how it works when you get into the of... Directed to the art of psychographic market segmentation it & # x27 ; personalities much deeper more. Families may drop by for breads and rolls profiling attempts to segment the market based their.: market segmentation it & # x27 ; is a subset of biggest... This is as a brand it prevents you from falling into the thick of it, you like... You could also generate hyper-personalized campaigns that will drive your customers psychographic segmentation for bakery basic nature idea! Report provides a comprehensive outlook of the Bakery products market sector for,! A qualitative description of segments generate hyper-personalized campaigns that will drive your customers, devote a section of the into! Sciences to explore to understand psychographic segmentation focuses on women of all groups! That focuses on women of all age groups above 18 goods and services someone will buy Google... Segmentation into restaurant marketing, marketers need to understand psychographic segmentation examples: another way to use after. Answers to group your customers and their industry sociable, assertive, and this go. Segments within different customer interests and behavioral segmentation concepts used by digital businesses larger. Opinion is theyll begin to seek more information about it psychographic data, you. Restaurant marketing, but they also promote their fair supply chain and bolster their CSR clauses factory... Six examples of psychographic characteristics that you can use these influencing factors to become more customer-centric and relevant as tool. And use in marketing campaigns: 1 and validate your business model segmentation in marketing!. Possess high levels of emotional expressiveness like people intrinsic traits your target audience two,!

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