How to Use Psychographics in Your Marketing: A Beginner’s Guide
Content
.webp)
Just think about all the different ways that these companies keep tabs on us. Highly targeted marketing campaigns that speak directly to customers wants, needs and beliefs can increase your conversion rate by up to 40 percent. For instance, part of the new campaign displayed a yellow Porsche 911 parked outside of a school building with text that said “School bus.” Porsche USA’s CEO, Michael Bartsch, revealed that it made the company reimagine the visuals used in existing marketing campaigns.
Segment users by behavioral indicators that reveal their values, motivations, and preferences. The psychographic examples throughout this guide demonstrate how powerful this approach can be for improving conversion rates and marketing effectiveness. LiveSession's behavioral tracking goes beyond counting actions – it reveals the manner in which users interact with your product. While surveys capture stated preferences, observing actual user behavior reveals psychological patterns that users may not articulate.
.jpeg)
Give them a carefully planned questionnaire to reveal their needs, desires, and beliefs. The past actions of your audience reveal their most genuine motivating factors. Interviews also reveal the motivations that led them to choose your product over any other. It's a good place to start, as it lets customers tell you what they most strongly identify with.
- Use psychographic insights to understand what motivates each psychographic segment.
- For content creators, knowing the psychographics of your audience means creating content that strikes a chord and fosters engagement.
- And, if you’re looking to start using psychographics in marketing, have a look at our visitor feedback tools, as well as our GDPR and data privacy resource hub.
Another company, Baker Capital-backed StatSocial, gathers “essential insights across 60+ social networks and every major blogging platform” to help companies understand their social audiences. These individuals had lifestyle preferences that suggested the demand for an unpretentious after-work establishment where they could enjoy alcoholic beverages, so The Meatball Shop instituted a Happy Hour at this location alone. This allows companies to leverage the tool to create customer profiles, featuring demographic, geographic, and psychographic data. A number of companies are betting otherwise, bringing this form of profiling to the food industry. Using its own customized psychographic model, PatientBond can provide each employee with the appropriate behavioral nudge to increase engagement with CoreHealths products and services.
Psychographics vs. Demographics vs. Behavioral Data
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. “Our design process really lets us drill down to what motivates residents and how they are most likely to positively interact with spaces, which is invaluable information for developers. These are strong indicators of sports and religion being interests for Chick-fil-A users. Additionally, The Bible Series appears in this breakdown, showing Chick-fil-A fans as 12x more interested in the show than average social media users. The data captured on each restaurant’s audience ranges from consumer interests to favored brands & TV shows, among other insights. These “clusters” group people together based on what motivates them, showcasing personalities and preferences throughout.
What Are Real-World Psychographic Segmentation Examples?
.jpeg)
You can also use social media to directly target shared interests amongst users. Analyzing your social media presence may reveal that your demographic and psychographic audience is interacting most with Instagram Stories rather than Facebook. A study conducted by MailChimp measured that segmented campaigns performed markedly better than their non-segmented peers. Not only do you know who your customers are, you now know what motivates them to buy. Psychographics allows you to garner a deeper understanding of your customer and how you can attract their attention. 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.
.jpeg)
Values are the deeply held principles that guide decisions and define what people consider important. Psychographic segmentation variables include personality traits, lifestyle choices, attitudes, values, interests, opinions, and social status, each revealing a different dimension of your customer’s inner world. We started with one post.Download free ebook
Founded in 2013, Austin, Texas-based People Pattern raised $4.5 million the year it was started, so apparently, it hasn’t needed anymore cash in the last five years. Let’s briefly take a look at a few of the startups, gleaned from the CB Insights deep dive and Crunchbase, to understand about its real-world applications. It certainly does seem like a niche industry with a handful of companies offering services based on the psychographics model. The big brains at data research firm CB Insights, for example, did their own deep dive into psychographics recently and quoted a 2009 study that said, “psychographically informed behavioral targeting increases click rates by 670 percent.” Another study claimed psychographic marketing outperformed traditional advertising by a factor of two to one, as measured by clicks.
Understanding the difference: Market segmentation vs. target marketing
.jpeg)
Meanwhile, for the remaining holdouts, the knowledge that what are psychographics a company’s competitors are using psychographic segmentation to reach untapped markets more efficiently will make it a more, not less, necessary tool to have and use. Short-term outrage in this case will not necessarily lead to long-term backlash against companies that use this technique. While Cambridge Analytica and its parent company SCL Group ostensibly shut down in 2018, the group’s sprawling networks remain intact, with over 15 companies and affiliates in the UK and the US. Frankly, we believe the sooner Facebook and other companies are subject to democratically accountable rules on this the better.” — Rob Leathern, Director of Product Management, Facebook “Ultimately, we don’t think decisions about political ads should be made by private companies, which is why we are arguing for regulation that would apply across the industry.
When you ask the right questions, you can find out what they do for fun, whether they’re a bargain-hunter, what motivates them, and what their personal goals are. Now that you know the psychographic factors you can use, you can officially begin collecting psychographic data. Oftentimes, consumers are guided by their attitudes and subjective perceptions when making purchase decisions. Demographic segmentation is a great place to start, as it divides your market into broad strokes, but psychographics gives marketers greater leverage in influencing conversions. It’s about valuing and empowering these people to reach their goals at any stage in their journey with you. You've found that your target buyer finds it difficult to engage in a healthier lifestyle.
Environmentally aware users expect sustainable business practices alongside product functionality. Delve.ai research demonstrates that values and lifestyles, including whether users identify as environmentally conscious consumers, influence long-term product loyalty. SaaS teams can identify users interested in productivity optimization, data visualization, or developer tools to tailor onboarding experiences. This approach categorizes individuals based on deeper understanding rather than statistical data alone. This improvement stems from understanding not just who users are, but how they think, what they value, and why they make purchasing decisions.
Psychographic segmentation variables like attitudes, lifestyle preferences, and psychographic characteristics The importance of psychographics in marketing lies in moving from surface-level market segmentation to campaigns that resonate with psychological traits and behavioral data. Without that deeper understanding, marketing efforts risk becoming polished yet forgettable.
Leave a Reply