Psychographics in Marketing: 13 Examples & Sample Use Cases

There are tons of high-quality digital survey platforms to choose from, such as Qualtrics, SurveyMonkey, and Google Forms (below). Imagine you create a custom audience of all users who have viewed your site’s sustainability section but haven’t made a purchase. Watch the video below to learn more about using Audience Intelligence to develop your psychographic personas and adapt your marketing strategy accordingly.

I don’t know about you, but you can find out a lot about me if you took 5 minutes and looked at my Instagram or Twitter profile. Check out this blog post on how to design a marketing survey that will actually give you the results you’re looking for. Build fields into your CRM to store this information, or start collecting it via progressive profiling, so you can export that data to look for trends. What types of offers get downloaded the most?

A software company, for instance, might realize that driving home the importance they place in data privacy regulations will bring in more conversions. You can then build these into how your company works (and your external communication), so as to improve your brand image in the eyes of the people most likely to convert. Given that 58% of people use social media globally (Datareportal), and how much information they’re happy to give out, there is an abundance of information to be had! Equipped with this information, you will have a better idea of what to focus your marketing campaigns on.

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If you’re analytical, I’ll send you a return-on-investment calculator or a spreadsheet. If you’re analytical and I send you a webinar or video, there’s a good chance I’ll miss you. CaliberMind, which raised $3.2M in a second tranche of a 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.

Start with segments and personas

Customers may be segmented by demographics, psychographics, or other relevant categories, such as customers who have previously made purchases from the company. Website analytics companies are a great place to start the process of building the psychographic profile(s) of your target audience, since their platforms can be used to collect the data and visitor feedback you need. You can use psychographics data to decide which aspects of your products to focus on, the tone and messaging of content, what design elements to include, and so forth.

The more your brand aligns with what your audience cares about, the more likely they are to care about you, too. Test different messages across psychographic segments. Small tweaks to tone, imagery or messaging can yield valuable feedback and help refine your How are psychographics used in marketing? marketing strategy. From purchasing patterns to media habits, you can learn a lot by putting people under the microscope. Their messaging appeals to tech-forward leaders who want to empower teams, improve customer experience and make an impact. Its messaging is built around self-empowerment, purpose and inner strength, appealing to consumers who identify as competitive, driven or socially conscious.

• If a sales manager wants to purchase a cell phone service for their entire sales team, their supervisors or employees might plant seeds of doubt based on a popular misconception.
• Once you’ve identified these overlapping criteria, start defining distinct audience segments or buyer personas.
• Understanding what drives consumer behavior is essential—and having the right data is the key.
• Psychographic segmentation provides deeper, actionable insights into your audience by revealing why they make purchases, not just who they are.
• Your words feel relevant, your offers feel timely, and your audience feels understood.

Thus, brands should divide customers according to their personalities. Behavioral data will help you map the customer journey and understand how prospects find, purchase, and buy your products. While one offers insights based on user actions, the other tries to find the reasons behind those same actions. Unlike their psychological makeup, it centers around their browsing activities, buying patterns, purchasing habits, product usage, loyalty, and overall responses to marketing strategies. This way, you can improve your marketing messages and communication strategy to suit their preferences and convert more potential buyers into customers.