What is Psychographic Segmentation?

Most people understand the benefits of segmenting customers based on their past behavior, conveniently known as behavioral segmentation. However, many people are completely unaware of what psychographic segmentation is. Psychographic segmentation is the division of customers into distinct groups based on their psychological factors, such as their lifestyle, innate beliefs, and pre-existing biases.

Although psychographics has been researched by marketing teams for decades, recent innovations in technology and widespread usage of software tools has brought a new level of sophistication to the practice. Now that nearly everyone has a computer in their pockets at all time, companies have the ability to observe and learn more about each customer. Once the company knows more about their customer’s habits, opinions, and values they can exploit this knowledge and connect with the customer.

In order for companies to truly understand their various customer groups, it is recommended they create buyer personas for their various segments. A customer persona will allow the marketing team to better understand who they are marketing to. If, for example, a customer does not appreciate humor and instead prefers more seriousness in their communications with a customer. If this is the case, it would be detrimental to the company for all marketing messages to this particular customer to include any hint of comedy.

Understanding your customers is important, which is why psychographic segmentation is a marketing practice that should not be overlooked. Learn more about psychographic segmentation in the visual below from CleverTap.