How to Use Psychographics in Your Marketing + Examples

But psychographics—why they make decisions—help you with messaging, persuasion, and creative. How do you learn about the psychographics of your target market? Read more on how brands can create shared value in this great article. Instead of repeated exposure via display ads, introducing values to your brand can help people know where to stand in relation to your company. Opinions and attitudes are an untapped opportunity for brands. Have you noticed an increase in brands displaying their opinions and values?

• Understanding these activities indicates how they allocate resources, affecting their time and money, which influences marketing strategies.
• And, as we’ve seen, psychographic segmentation is a key component in a number of sectors — including the auto industry, health services, and food — that have nothing to do with elections.
• Psychographic data helps you gain a deeper understanding of your target audience so that you can personalize your marketing efforts.
• In this article, we’ll cover the ins and outs of psychographic market segmentation and explore different ways to apply it to your marketing strategies.
• Ads that appeal to introverts with calm messaging vs. extroverts with bold storytelling

You target buyer loves baking, so you’ll want to include healthy baking recipes in your Pinterest, Instagram, and blog. In your ads, you’ll want to include images of a healthy parent enjoying time with their kids. A focus group is a group of people, typically not affiliated with your company, who participate in a discussion about your brand and your products. If this sounds like you, it's time to focus on producing relevant marketing content — and to do that, you'll need psychographics. This is important nowadays as more and more consumers seek a connection with brands and prefer to buy from those who share their values.

In your marketing and advertising, use psychographic data to formulate the messaging that will point out attributes that appeal to your audience segment. In addition to knowing who they are, you have added the knowledge of why they do what they do, including making purchases. As we mentioned earlier, psychographic segmentation can inform product development by examining buyers’ profiles and deciding how your product will meet their needs, desires, etc. Accomplish this by using psychographics to determine what aspects or properties of your product to focus on, use wording that will resonate, choose images that your customers will relate to, etc.

Demographic segmentation is a great starting point, but it paints with a very broad brush. It is easy to confuse the two, but understanding the difference is key to a successful strategy. Instead of generic messaging, teams can create content that speaks directly to what the audience cares about. Unlike demographics, which focus on surface level details like age or income, psychographics focus on motivation. This includes values, attitudes, interests, lifestyles, opinions, and personality traits.

Iterate and refine your psychographic segments and buyer persona over time to ensure they’re accurate and relevant. There are many different ways to segment a market along psychographic dimensions, but there are a few you’ll want to include from the start. You, too, can deliver content that’s relevant to customer interests whether they’re interested in parenting or art or travel. ‘In-Market Segment’ shows the purchase intent of visitors, i.e. what they’re in the market for. Ask open-ended questions to discover what buyers in your niche care about.

AIO (Activities, Interests, Opinions)

In today’s fast-paced and ever-evolving world of marketing, understanding your target audience has become more crucial than ever before. Understanding your customer is the How are psychographics used in marketing? key to success in business. You can filter and segment the data to learn more about who is interested in your brand.

Learn how to choose the right niche and start earning commissions. Holistic marketing aligns your teams and channels for consistent customer experiences. Start by identifying the psychological traits most relevant to your customers. Relevant messaging, better lead qualification, stronger customer relationships – it all flows from knowing what truly matters to your audience.

Focus Groups or Group Interviews

Let’s say your company specializes in providing equipment for home fitness enthusiasts. When you personalize your messaging, you are more likely to drive engagement, loyalty, and ultimately, conversions. Grouping individuals based on their hobbies, activities, and lifestyle choices, such as fitness enthusiasts, foodies, or travelers, help you get closer to your target audience. But basic information like age, gender, and location only scratch the surface of consumer behavior; we need to discover the details of individuals' personalities to figure out what they truly need or want. Even with the best marketing tools and precision, it feels like even though you're casting a wide net, you’re not catching as many fish you know you can.

Understanding these aspects can help marketers align their brand messaging with their target audience's core values. According to Pratt, the company quickly realized that it occupied a potentially large niche between “extreme” outdoor retailers that focus on performance, and more casual, fashion-oriented outdoors apparel brands. Early on, in an effort to more narrowly target its messaging, Porsche customized a five-factor personality model that included the following psychographic segments.

It's a good place to start, as it lets customers tell you what they most strongly identify with. You can also place target audiences onto one side of simple character binaries (such as spontaneous vs. analytical.) If the latter, you may want to infer which psychographic qualities translate to your overall market base and which are unique to those you’re studying. You can create more detailed profiles as you discover new psychographic subjects to study. Then, you'll want to identify several obvious psychological traits shared by the starting demographic. A thorough psychographic profile will tell you which groups will be most receptive to your company's products and services.

Customer-centric product development

These research companies can provide you with an in-depth market analysis and a well-defined buying persona, and also allows you free time to focus on other pursuits. This includes things such as where they live, whether or not they have children, whether they are in a relationship or not, and if they’re someone who lives to work vs. someone who works to live. If you’re looking for a way to cut through the noise of the market, acquire new clients in an efficient and cost-friendly way, you need to start working with psychographics. To see psychographic segmentation in action, it helps to look at brands that have mastered the art of aligning with their customers’ values, identities and beliefs. By exploring what people value — not just who they are — brands can craft messages that feel more relevant, resonant and likely to convert. For example, a company might emphasize transparency and ethical sourcing to align with a segment that values conscious consumerism.

Download our free guide to marketing psychology here for more tips on how to use psychology in your marketing.

The data captured on each restaurant’s audience ranges from consumer interests to favored brands & TV shows, among other insights. They don’t shun edgier stuff, such as Chelsea Handler’s show on Netflix, or the material one might encounter on the Will Ferrell co-founded website, ‘Funny or Die.’ Cable news, particularly CNN, also ranks, as do Oprah and President Obama.” “This group of rural-roamers consists of 85% percent women, and they’re in their mid-30s-to-early-40s. The company claims to have “modeled the entire US population into 200 unique clusters,” using inputs from over 120 million US consumers, including personality traits provided by the aforementioned IBM Watson.