What are Psychographics in Marketing? How to Get Started

As early adopters of psychographics, they’ve been able to design entirely new product lines that align with consumer personalities, behaviors, and interests. For instance, psychographics have helped Adidas find that their performance products are more popular with sports lovers and those who consider themselves outdoorsy types. In combination with demographic and behavioral data, psychographics have helped them target various products with exceptional precision. Both ads will have been created using psychographic segmentation and targeted at different groups on social media or elsewhere. Meanwhile, the latter targets those who value the company’s green credentials. But while one focuses on the joy of coffee (the quality, the sense of personal well-being) the other psychographic addresses its environmental impact.

The Audience Intelligence app also provides detailed information about demographics and other psychographic information. And have enough time to gather the information you need for useful psychographic segments. For example, eBay likely wouldn’t host a focus group with people over 65 years old. But it helps you nail down the right group of people to research for your psychographic segmentation. Google Analytics offers basic psychographic information on the people who visit your site. These steps walk you through the entire process to create valuable psychographic segments.

Marketing to them focuses on convenience and results in short time. Marketing to them would highlight smart features, app connectivity, VR workout classes. By showcasing relevant books and corporate values, Indigo connects with that audience's core beliefs. This suggests they recognize a psychographic segment of readers who care about social justice, diversity, and community values. Around events like Black History Month, Indigo prominently features book collections related to diversity and social issues on its homepage. While companies don't usually publish their internal segmentation strategies, we can infer from their marketing that they're targeting specific psychographic profiles.

A clothing company might use personality to determine how to segment its customers. A good psychographic segmentation example of how attitudes impact buying decisions is someone who loves pets would be more likely to purchase premium pet beds. Backgrounds influence attitudes and values, and every customer has a different perspective you can use for psychographic segmentation. For example, a shoe company may make shoes for several different types of individuals, ranging from running enthusiasts to basketball players. A good example of AIO is grouping individuals based on the activities they enjoy. For example, Mercedes-Benz typically markets its new cars to individuals who can afford luxury vehicles, which likely doesn’t include lower or middle-class consumers.

Disinformation And Polarization As Strategic Weapons

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. Notably, Bosworth’s memo also derided Cambridge Analytica’s psychographic targeting capabilities as “snake oil.” Facebook’s efforts to offer greater transparency into its advertising policies was further undermined in December 2019, when an internal memo from company executive Brian “Boz” Bosworth was leaked to The New York Times. On the distribution side, Facebook blocked foreign ad investment ahead of the Irish Abortion referendum in May 2018 in order to curb “astroturfing,” which creates the illusion of widespread support for an issue in order to influence other people to support it.

Meta's Andromeda model is a direct response — it reduces reliance on device-level tracking by using behavioral patterns at population scale rather than individual fingerprints. For the CRM integration side — connecting Klaviyo or Segment cohorts to Meta as automated Custom Audiences — that's where the Business tier API access at AdLibrary becomes relevant. The Claude for persona development post covers extracting psychographic profiles from customer reviews at scale.

examples of psychographic segmentation

The psychographic data that you’ve gathered is a rough blueprint for the directions your business could undertake. 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.

What Are AIO Variables (Activities, Interests, Opinions)?

There's a risk of seeing patterns that aren't really representative, or misreading what customers mean. For smaller businesses or teams, these resource demands are real constraints. A single focus group might run into thousands of dollars, and survey responses can cost a few dollars each.

• When you have psychographic information about your audience, you also gain a better understanding of what type of messaging, positioning, and language they are most likely to relate to and respond to.
• When used together, the five psychographic variables reveal what drives people beneath the surface.
• Major changes in preferences might indicate that it’s time to redo your psychographic segmentation.
• For example, the target market for an online bookkeeping tool might include businesses with over $500K in annual revenue.

For the tech-savvy group, you can highlight the advanced features and connectivity of your equipment, emphasizing the integration with fitness apps and virtual coaching platforms. Let’s say your company specializes in providing equipment for home fitness enthusiasts. Unlike demographic segmentation, which categorizes consumers based on surface-level attributes like age or gender, psychographic segmentation delves deeper into their psyche. Psychographics are a method to understand people based on their attitudes, beliefs, interests, and lifestyle choices.

Let’s say your company specialises in providing equipment for home fitness enthusiasts. Methods like purchase behaviour analysis, sentiment analysis, cluster analysis, and factor analysis combined can help you uncover actionable patterns and group respondents based on similar traits. Whichever research tools you employ, gather data from a large, representative sample of your target audience.