Psychographic segmentation is a type of market segmentation that divides consumers into sub-groups based on shared psychological characteristics, including subconscious or conscious beliefs, motivations, and values. It is a research methodology used for studying consumers and dividing them into groups using psychological characteristics such as personality, lifestyle, social status, interests, opinions, and attitudes. Psychographic segmentation is different from demographic segmentation, which uses specific traits like gender, age, income, etc. to categorize potential audiences.
Psychographic segmentation is important because it helps businesses understand their customers needs, wants, concerns, motivations, and aspirations. By grouping customers based on psychological factors, businesses can create products designed for different groups of people and market to those individuals in various ways. Psychographic segmentation can help businesses target customers based on their motivations and other key factors that can help them get to know their customers better.
The optimal psychographic segmentation model should meet several criteria, including providing the most differentiation when comparing segments, producing segments that are internally consistent, providing actionable insights, and creating solutions that are stable and reproducible. A psychographic segmentation model should be able to accurately predict the segment to which a consumer belongs with an acceptable level of confidence.
Some benefits of psychographic segmentation include understanding customers' needs, wants, concerns, motivations, and aspirations, creating more personalized marketing messages, and increasing conversions.
The variables of psychographic segmentation include interests, activities, and lifestyle choices. Psychographic segmentation is often used in conjunction with demographic data to give a more holistic picture of a customer.
In summary, psychographic segmentation is a research methodology used for studying consumers and dividing them into groups using psychological characteristics. It helps businesses understand their customers' needs, wants, concerns, motivations, and aspirations, and create more personalized marketing messages. The optimal psychographic segmentation model should meet several criteria, and it is often used in conjunction with demographic data.
