Here are some of the things psychographic segmentation takes into account:
Lifestyle: What’s the person’s day-to-day life like? Who do they associate with? Where do they spend their time?
Personality: What kind of personality traits do they display? Are they introverts or extroverts?
Values: What kind of moral compass do they have? What are some of the pillars they will always stand by?
Activities and interests: What occupies their time? What are their favorite hobbies? What do their media consumption habits look like?
Opinions and beliefs: These two can be broken down número de árabe whatsapp into separate psychographic categories, but we’ve grouped them together because there’s a strong overlap. Ask yourself things like: What are their religious beliefs? Political views? Worldviews?
See how deep psychographic segmentation can get?
Let’s look at an example of a well-rounded buyer persona for a natural supplement company.
Demographic profile:
Male
Aged 35-45
Single
Works a very demanding wealth management job
Personal income of 150K+
Psychographic profile:
Wants a healthier lifestyle but doesn’t have the time to cook healthy meals at home
Spends a lot of time watching natural supplement reviews on YouTube
Concerned with his health and appearance
Goes to the gym twice a week but feels it isn’t enough to balance his random weight gain
You can see how much clearer the customer persona becomes when both the demographic and psychographic profiles are used.
When it comes to marketing and sales, the more granular the information, the easier it will be to attract your ideal customer and increase your conversion rate.
Why is psychographic segmentation important?
Psychographics help you create a more actionable buyer persona.
As humans, we’re dynamic and have plenty of layers. It’s not enough to simply list a set of “typical” traits and call it a day.
