Psychographic Segmentation - Simple Definition with 3 Examples

Psychographic Segmentation is a market segmentation technique where groups are formed according to psychological traits that influences consumption habits. It enables you to understand how your customer perceives your product fit into the real world. Marketers use this technique to know more about the preference of their customers.

Indian Youth is emerging as a big customer market. Marketers need to adopt more efficient strategies to survive in a competitive market. 

Why is Psychographic Segmentation Important?

It divides buyers into different segments that supported various characteristics like personality, class, etc. Based on these characteristics you'll adjust your marketing messages advertising channels to provide maximum value to your audience and connect with them on a more personal level. Also, highly personalized advertising increases the chance of a sale. 

Variables of Psychographic Segmentation

1. Lifestyle - Everyone has its own lifestyle that reflects his standard of living, including various stages of life. Psychographic Segmentation focuses on what their customers want at a precise time.

You need to analyses three elements of customers life - activities, interest, and opinions (AOI Variable)

What is AOI Variable?
Opinion on politics, religion, environment, sports, and recreational activities. Market segments hold these opinions and make an enormous impact on the products and services available. This is often an upscale area in digital marketing, particularly with social media and content marketing.

2. Personality - This is the foremost common psychographic personality type in the US. Customer's personalities and their purchasing power are highly related to one another. It adds values to customers who supported their habitual needs. An organization uses this variable to develop products consistent with the personality of its customers which helps in boosting sales as well. 

3. Social Status - There is a crucial psychological component in every individual need got to maintain some social standard. When marketers consider social hierarchy when developing their psychographic targeting efforts due to different purchasing power of the purchasers. like, if you target the wrong person, he won't be able to purchase from you.

Advantages of Psychographic Segmentation

  • Helpful for uncovering motivations and reasons for product and brand purchases
  • Often more helpful for creating promotional campaigns
  • Connect with the audience on a personal level.
  • Provide greater insight into their customers their lifestyle and their needs.

How to use psychographic data?

Collecting psychographic data may be a bit difficult task than obtaining objective data because you have got to travel through the info for getting reliable information.

Surveys are very helpful to urge to realize the perception of the purchasers, by asking them some questions. This will lead you to get lots of information that can be used for segmentation. The data from your survey can also help you send more targetted newsletters and email to customers, finding better keywords and informative content for your website based on customer's interest, and create a more effective advertisement.

Identifying Marketing And Brand Positioning Approach

Once you have got psychographic data, you will use it to market your brand where your audience has a high reach.
The Audience Overall lap tool available in the market for research. With the assistance of this tool, you will easily determine the variability of websites where you can post content to connect your ideal customer.

Psychographic Segmentation in Healthcare

While psychographic Segmentation is usually utilized in consumer product companies like P&G, but now it's a new concept in healthcare. Healthcare organizations like hospitals and insurance companies have patients/members consistent with their health conditions. I even have seen in some hospitals that they categorize the patients according to the stage of the disease to provide better treatment facilities that help the patient to recover quickly. This is often called a disease-centered approach. This contains both the factors of marketing and medicare.

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