10 Essential Psychographic Characteristics for Persona Profiles

Find out who is talking about you and the topics related to your business. When you need to find the right people to take your survey, use SurveyMonkey Audience to reach your target market quickly and easily. You can use any type of survey questions, but with psychographic data, you’ll glean the most insight with open-ended questions. Hone in on what psychographics you want to know and begin with a high-level question tailored to your business. It’s not necessarily easy, but you’ll glean much more information from speaking directly to your customers. Grouping your customers with psychographic segmentation has multiple benefits for your business.

A person’s activities, interests, and opinions, or AIO, say a lot about them—and for marketers, a lot about how to attract them. Of course, some people will make purchases that fall outside of their “class” because an item is desirable and makes some sort of statement. A person’s social status, which is typically related to their income, will influence their purchase habits. Loyalty programs can be tailored to different lifestyle segments, using customer segmentation and psychographics to offer rewards that encourage repeat business and enhance customer retention. These types of habits help marketers to design menus for those coffee drinkers or create apparel for those early exercisers.

A good persona summarizes who someone is, what they value, and what influences their choices before, during, and after purchase. Psychographic segmentation helps you engage different audience mindsets in ways that make the biggest impact. When you understand those underlying motives, you can focus on spend, refine messaging, and design products that truly connect.

What Are Their Priorities?

If your brand aligns with core values, you stand to build stronger connections with your audience. Knowing what consumers are passionate about helps your business develop products and marketing strategies that cater to their preferences. Understanding them can help marketers align their campaigns with consumer ideologies. Later in this post, we’ll look at how combining both of these analytical methodologies can help marketers better understand their target audiences. Segmenting customers by their psychographic characteristics—such as lifestyle, personality, and beliefs—helps you create more personalized messaging. Conservatives often prioritize personal responsibility, limited government intervention in the economy, and traditional family values.

Interests and Hobbies

While the data gathered by StatSocial isn’t definitive, it’s meant to enhance audience insights and give companies a clearer picture of who they are trying to reach. 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.”

• CoreHealth Technologies is a corporate wellness software company and platform that provides services to over 1000 companies (including Fortune 500 companies like Cigna and Sun Financial), representing more than 2 million employees worldwide.
• Brands that recognize this can appeal to these individuals by emphasizing the ways their products or services can improve family life.
• This lets marketers learn why people make certain choices.

Other early companies that use psychographic tactics include Narratrs, Five, StatSocia, and Merchant IQ, among others. The company assesses a person’s language using natural language processing (NLP) in order to understand what buyers are talking about. CaliberMind, which raised $3.2M in a second tranche of a psychographic characteristics seed round in 2017, builds psychographic profiles using machine learning and human language analysis. Television and video advertising company Videology, for example, has developed a platform that incorporates psychographic segmentation to drive greater advertising results.

A luxury vehicle company might realize that some customers aren’t high-earners like they had initially thought. 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. For example, a shoe company may make shoes for several different types of individuals, ranging from running enthusiasts to basketball players.

benefits of psychographic segmentation

This provides basic, yet crucial, information about your target audience – factors like age, gender, income and education – to help you frame who they are. While behavioral segmentation provides insights based on actions (like purchase history or website visits), psychographic segmentation delves into the reasons behind those actions. By understanding people on a personal and emotional level, companies can craft messages that resonate more powerfully.

When it comes to gathering psychographic data, it’s useful to get familiar and use all the methods, tools, and techniques available for getting the best insights into your target audience. Traditional demographic data might suggest that your target audience includes individuals aged who prioritize health and fitness. This deeper understanding allows for the creation of marketing strategies that transcend mere transactional relationships, fostering genuine connections built on shared values and aspirations. By embracing psychographics, the company learns that their audience is driven by a desire for empowerment, seeking a community that champions self-love and authenticity. Many consumers are unaware of how much lifestyle and attitude data is being compiled about them through their online activity, purchase history, and app usage. Even in personal contexts, understanding psychographic characteristics can be useful.