Here are six brands that market themselves using psychographic segmentation. Targeted social media advertising: By creating targeted social media ads based on psychographic variables, eCommerce companies can reach specific segments of their target market with more personalized and effective advertising. Psychographic segmentation in marketing can uncover a whole host of information about consumers: their personality, lifestyle, social status, activities, interests, values, opinions, attitudes, and aspirations. Then, in order to delve deeper with the most qualified respondents, a more involved survey is conducted amongst this smaller subset. This form of segmentationis advantageous because it helps brand ownersengage better with their customers, design more suitable products and improve theirmarketing in a focused manner. . Instead of just releasing advertisements, Nike created a memorable experience for its audience. On the other hand, psychographic segmentation focuses on individual behavior and characteristics. If youre looking to improve your understanding of your customers and boost your bottom line, wed be happy to help. Other famous companies implement this in their foundations. B2B research requires specialist knowledge and skills to deliver the best insights. Get started. Psychographic segmentation allows a marketer to identify health consumer types who are most likely to respond to a given subject and to craft messaging that activates desired behaviors. The more customization you add, the higher the price tag. The emergence of social media has been a large impetus for this, allowing us to easily connect with like-minded people with shared interests. In this article, we'll go over the basics of how to use psychographic segmentation, and we'll check out 7 real-world examples of psychographic segmentation that top ecommerce brands used to create precisely targeted, tailored marketing campaigns. Nike Demographic Segmentation Nike demographics include a wide range of users, aged roughly from 15 to 45 years. lifestyle, personality, activities and interests. But also their own strengths and weaknesses and those of their competition through competitive analysis. Psychographic segmentation can be conducted using a variety of methods, including: Profiling likely participants; Web- and field-based customer service applications; Scraping data from various user platforms and social media; Pricing/value and price sensitivity studies; Surveying and interviewing customers Thats why a combination of demographic and psychographic data is a win-win. Benefits of Psychographic Segmentation for Surveys. Heres a look at how using both types of data, a company can come up with a buyer persona for who they call Millennial Mark. Personality traits and purchasing habits are powerfully intertwined. Capitalize on their priorities, hobbies, and interests. Repositioning versus Introducing a New Brand, Points-of-Difference and Points of Parity, Points-of-Difference and Points-of-Parity Examples, A Step-by-step Guide to Constructing a Perceptual Map, more examples of market segmentation here. individuals who take pleasure in sports, gym regularly, are athletes and. For Nike, its market segmentation involves four categories geographic, demographic, psychographic, and behavioral. A better example of an interest would be someone who enjoys coffee. So, psychographic segmentation is a research methodology that divides people into groups using psychological characteristics. Lets say youre marketing an adventure trip that involves white-water rafting, rock climbing, and ziplining through a jungle. Lifestyle psychographic segmentation relates to how consumers spend their money, time, and energy. Coca Cola targets both genders with its wide variety of drinks. Psychographic segmentationinvolves dividing a market into segments based upon different personality traits, values, attitudes, interests, and lifestyles of consumers. Losing it. Digital marketing analytics will also help you uncover psychographic data across all social media platforms. With hundreds of years of collective experience, our survey experts can help you create the optimal questionnaire and ensure all important areas of interest are covered. Demographic information looks at hard data (age, race, gender, etc) while psychographic information looks at soft data (feelings, opinions, attitudes, etc). An easy way to remember what psychologists consider the Big 5 Personality Traits is the. Learning why someone may not be interested in your product or service and how you can improve it. Activities, Interests, and Opinions (AIO). Continue with Recommended Cookies. Learning how and why someone uses your product or service. By understanding the values, attitudes, and lifestyles of distinct groups within a market, companies can create targeted marketing campaigns that resonate with their customers and drive business growth. VALS Segmentation Model refers to the VALS 2 model that segments people into eight categories based on their lifestyles, psychological characteristics, and consumption patterns. With millions of experts ready to provide feedback across the globe we ready and waiting. There are five psychographic segmentation variables on the basis of which homogeneous segments can be prepared for proper research Personality, Lifestyle, Social Status, AIO (Activities, Interests, Opinions), and Attitudes. The next market segment is losing it, which refers to the goal of losing weight. At Saras Analytics, we understand the importance of data and have helped hundreds of brands to set up a solid data foundation. Psychographic segmentation is the process of segregating your audience, potential and existing customers based on their shared psychological attributes or psychographics. We are specialists in brand and marketing communications. Getting In Your Audience's Head: Psychographic Segmentation. Some common ways that eCommerce companies might use psychographic segmentation include: Overall, psychographic segmentation is a valuable tool for eCommerce companies looking to reach and connect with their target audience more meaningfully. Our surveys are easy to create, render beautifully on any device, and allow you to add images to your surveys to make them more engaging. level. The Nike brand really believes in physical exercise and how consumers use its products, and this experience proves that. Social . Psychographic segmentation has become increasingly important for companies as consumers have become savvier and selective in their purchasing decisions. In this segmentation example for fitness centers, six different market segments have been constructed, as follows: Lets start this market segmentation example by looking at a group of consumers who are less interested in the fitness benefits provided by a gym. It not only helps brands understand their target market. Many businesses also find it helpful to employ professional focus groups to obtain feedback about what consumers need, want, and buy via lively group interactions. The better you understand your target audience, the more value you can offer. When you conduct face-to-face interviews, you can pick up on voice or body language cues or sarcasm that you may miss in written answers. Our Advanced Research Unit (ARU) provides advanced techniques from Behavioural research to Eye-tracking, System1 and Emotion research. They probably wouldnt consider this an activity, but its something they enjoy. For instance, an auto manufacturer might use psychographic segmentation to learn what its customers care about to create products and marketing campaigns geared toward those individuals. to new ideas. Demographic data will help them zero in on that age group and gender, while psychographic data will help them understand if they would be interested in the product itself. As would understanding which ones break out into a sweat just thinking about heights. Psychographics is the practice of using how people think as a criteria for identifying a target . Typically this segment is comprised of a younger demographic, but has an equal mix of males and females. DOCX, PDF, TXT or read online from Scribd, 0% found this document useful, Mark this document as useful, 100% found this document not useful, Mark this document as not useful, Save Psychographic Segmentation For Later, Psychographic Segmentation By Shamayel Afzal Khan, To maintain suitale !eight !ith respect to Body "ass #nde$ in order to stay healthy, and fit% For this purpose the people !ho elong to this profile need to e physically, Health and fitness is important for a safe and healthy life%, diet control to opt for !eight reduction%, Prefer Physical +$cretion o'er ,iet Control%, Prefer ,iet Control o'er Physical +$cretion%, Prefer "edical Solutions o'er the former and latter%, Prefer randed lo! Psychographic segmentation is increasingly important today as consumers group themselves into smaller and smaller interest tribes such as Iron Man athletes, Game of Thrones fans, BBQ smoker cooks, Fortnite players or social justice warriors. You may not realize it, but psychographic segmentation also plays a driving role in everyday life. Combining these insights with other customer data can reveal powerful opportunities to market the same product or service to . . They are then categorized according to intrinsic characteristics that influence their shopping habits. These consumers are attracted by flexible opening hours and a broad choice of equipment and facilities. What is an example of psychographic segmentation? Let's take a deeper look at c2b solutions' data on the fitness psychographics segments of seniors. In Psychographic segmentation, you can detect high-quality leads that are categorized by variables like personality, lifestyle, social status, attitude, activities, interests, and opinions.. By analyzing these variables, you can gain a deeper understanding of your customers' needs and tailor your services and marketing campaigns accordingly. The 5 Psychographic Segments. The writeup must include the following while watching each commercial and address: Introduction: you must say which television show you watched (e.g. Personality traits and purchasing habits are powerfully intertwined. Specifically, Nike aims to active. Psychographic segmentation advantages. Its also a powerful tool for marketers needing to better understand their customers. Psychographics is a qualitative approach to studying consumers based on psychological characteristics such as values, desires, goals, interests, and lifestyle choices. We also use third-party cookies that help us analyze and understand how you use this website. NOTE: The example below is live, give it a try! A downside of this market segment is sometimes they liked to own the gym and may dominate certain pieces of equipment and may slightly intimidate other customers as a result. Criteria will typically include one or more of the following . As a bonus, your target audience will feel the love as you connect with them on a deeper, more personal level. Such insights are often based on both demographic and behavioral data points, and businesses use those insights to create specific audience segments. By spanning the generations, Nike taps middle-aged consumers who have disposable income and develops its relationship with younger audiences to ensure future growth and build life-long brand enthusiasts. 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