Psychographic segmentation divides audiences based on lifestyle traits, social class, and behaviors. It uses demographic data to understand audiences' behaviors, habits, and psychologies. Marketers obtain psychographic data from various sources like surveys, social media, and focus groups. Psychographic segmentation involves dividing audiences into groups according to social class, lifestyle characteristics defined by models like the 4Cs, and behaviors related to product usage, benefits, and loyalty. It also segments based on buyer readiness stages that range from awareness to purchase.

1. Psychographic Segmentation
& Target Audience
in
Online Marketing

2. Merriam Webster: “market research or statistics classifying population groups according to psychological variables (as attitudes, values, or fears); also : variables or trends identified through such research”
Definition of PSYCHOGRAPHICS

3. Psychographics is about using the demographic information you have for your buyer persona to figure out more about their lifestyle, their behaviors and their habits.

4. How to find the Psychographic Data?
1) Marketing Data
2) Sales and Customer Service Teams
3) Surveys
4) Social Media
5) Focus Groups or Group Interviews

5. How to find the Psychographic Data?
Read the detailed articles about obtaining Psychographic Data
Psychographic Marketing and Tagrget Audience [infographic]
How to Obtain Psychographic Data of Your Target Audience
How to Use Psychographic Data in your Online Marketing [Infographic]

6. Psychographic Segmentation
Psychographic segmentation divides the market into groups based on social class, lifestyle and personality characteristics

7. Psychographic Segmentation
Social class is the single most used variable for research purposes, and divides the population into groups based on the occupation of the 'Chief Income Earner' (CIE), as such it can be seen as a socio-economic scale.
1) Social Class

8. Psychographic Segmentation
The socio-economic scale
Social grade
Description of occupation
Example
A
higher managerial, administrative or professional
Company director
B
intermediate managerial, administrative or professional
Middle manager
C1
supervisory, clerical, junior administrative or professional
Bank clerk
C2
skilled manual workers
Plumber
D
semi- and unskilled manual workers
Labourer
E
state pensioners with no other income, widows, casual and lowest grade earners
Unemployed

9. Psychographic Segmentation
One example of a life style classification model, is that developed by the advertising agency, Young & Rubican, called Cross Cultural Consumer Characterization (4Cs for short). This classification model is presented in the table below
2) Lifestyle

10. Psychographic Segmentation
Cross Cultural Consumer Characterization
Resigned
Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. (Older)
Struggler
Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation.
Mainstreamer
Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money 'family' brands. Almost invariably the largest 4Cs group.
Aspirer
Materialistic, acquisitive, affiliative, oriented to extrinsics ... image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents. (Younger, clerical/sales type occupation)
Succeeder
Strong goal orientation, confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, prestige - the very best . Also attracted to 'caring' and protective brands ... stress relief. (Top management)
Explorer
Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. (Younger - student)
Reformer
Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful.(Higher Education)

11. Psychographic Segmentation
Behavioural segmentation divides the market into groups based on their knowledge, attitudes, uses and responses to the product.
Following are commonly applied behavioural segments
3) Behavioural segmentation

12. Psychographic Segmentation
Behavioural segmentation
Occasions
Groups individuals according to the occasions when they purchase, use or think of buying a product.
Benefits Sought
Groups individuals according to the benefits they seek from the product.
Usage Rate
Groups individuals according to the level of usage they make of the product, be it Heavy, Medium or Light usage.
User Status
Groups individuals according to whether they are non-users, potential users, first-time users, regular users, or ex-users of a product
Loyalty Status
Groups individuals according to their level of loyalty to the product. 'Hard core loyals' always purchase the product / brand in question. Whilst 'Soft core loyals' will sometimes purchase another brand, and 'Switchers' will not specifically seek out a particular brand, but rather purchase the brand available to them at time of need, or that which was on sale.

13. Psychographic Segmentation
Groups individuals according to their readiness to purchase the product. This segmentation model is particularly useful in formulating and monitoring the marketing communication strategies employed to move consumers towards purchase of a product or brand.
4) Buyer Readiness Stage

14. Buy
Conviction
Preference
Liking
Knowledge
Awareness
Psychographic Segmentation
Buyer Readiness Stages

15. Psychographic Segmentation
Stage 1. Awareness
At the launch of a new product, the target market may not even be aware that the product exists, even established products seeking to enter new segments of the market may need to raise awareness of both their company and their product. The now infamous Benetton promotion campaigns had as one of their objectives, raising awareness of the Benetton brand, and what ever you think of the methods the company used, the fact remains that Benetton became one of the 5 most recognised brands in the world.
Buyer Readiness Stage s
Buy
Conviction
Preference
Liking
Knowledge
Awareness

16. Psychographic Segmentation
Stage 2. Knowledge
The audience may well be aware of a product or company, but still have either very little knowledge of what the product or company does, or possibly worse have the wrong impression of both the product and company. Daewoo when it first entered the UK Car Market, had to go about educating the target market about both its products and the company itself, early promotional material therefore informed the audience about the size, history and strength of the company.
Buyer Readiness Stage s
Buy
Conviction
Preference
Liking
Knowledge
Awareness

17. Psychographic Segmentation
Stage 3. Liking
Knowing about a company or product does not mean the audience will necessarily like either, they may well be ambivalent, have no feeling at all, or even dislike the product. An audience with knowledge of a product must therefore be moved to the stage of liking the product. Promotion must seek to develop a positive attitude towards the product, or if market research identifies a poor product image in the market, promotion must seek to address these issues within its promotional campaign. IKEA addressed head-on the target markets concerns, that much of their furniture has to be assembled after purchase, and that there are limited staff available on the shop floor, cleverly turning what the audience may well have originally perceived as negatives into positives of shopping at IKEA.
Buyer Readiness Stage s
Buy
Conviction
Preference
Liking
Knowledge
Awareness

18. Psychographic Segmentation
Stage 4. Preference
Given the level of competition in markets today, it is often the case that the potential customer will like several competing products on the market, promotion must now therefore seek to develop within the audience a preference for their product. Through research the business must establish the key features of the product in the eyes of the target market, these might include efficiency, performance, economy, value, and quality. Promotion will now therefore underline the advantages of the product in terms of these key features, which differentiate it from the competition.
Buyer Readiness Stage s
Buy
Conviction
Preference
Liking
Knowledge
Awareness

19. Psychographic Segmentation
Stage 5. Conviction
An audience which prefers a particular product, may still not buy that product based on pure preference. In fact many customers will purchase a competitors product which they did not prefer purely because they were convinced it was the right decision at that time. Promotion must now build confidence in the audience that their preference for the product is justified, and convince them through a range of promotion tools including for example the use of positive press reviews, and expert recommendations that their product is the right one to buy.
Buyer Readiness Stage s
Buy
Conviction
Preference
Liking
Knowledge
Awareness

20. Psychographic Segmentation
Stage 6. Purchase
The last stage in buyer-readiness is purchase of the product, unfortunately conviction to buy may still not result in actual purchase, this may for example be due to the individuals current financial situation. Many customers will need further persuasion to make the purchase. Promotion may offer Sales Promotion discounts, or Personal Selling through Sales Representatives, in order to convert preference and conviction into a sale.
Buyer Readiness Stage s
Buy
Conviction
Preference
Liking
Knowledge
Awareness

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