A simple way of looking at psychographic segmentation is to think of it as lifestyle analysis – understanding how people live their lives. When to Use Psychographic Segmentation. For example, if the marketing team of an enterprise software company needs to reach C-suite level executives, they will need to segment based on higher authority employees. These behavioral segmentation examples, tools, and techniques will help you hone your segmented campaigns. It is also easier now to use psychographic segmentation as a tool because people signal their interests via channels such as social media. Since the traveler likely charges the flight to the company, offering them personally a unique value will likely influence their decision to buy. Psychographic segmentationis the process of creating clusters of customers who share similar characteristics and then grouping them together. Although it would otherwise be nearly impossible to manually segment customers using this plethora of data, today’s sophisticated marketing tools allow you to. Psychographic segmentation is an extremely powerful tool for marketing the same products and services to individuals that have varying psychological traits and characteristics. Segmenting consumers into these subgroups based on conscious and unconscious decision-making processes was first proposed as an argument against traditional behavioral and demographic segmentation. As you may have guessed, the word “psychographic” the combination of psychology and demographics – originally coined by an academic (Demby) in the 1970s. Psychographics categorize consumers by qualitative psychological factors, such as their personality, interests, and values. A great strategy to implement when segmenting psychographically is to gain a deeper understanding of who the users actually are. Religion 8. The marketers extrapolate that these customers are flying for business and can start to narrow down their campaign strategy. Psychographic segmentation is a market segmentation technique where groups are formed according to psychology, lifestyle, personality, social status, daily activities, interests, and opinions. What do you propose and what is your rationale? The difference between behavioral and psychographic segmentation, Class differences: Social status isn’t just about the cars we drive, the money we make or the schools we attend — it’s also about how we feel, think and act, Geoff Fripp is an experienced marketing practitioner, university lecturer and textbook author based in Sydney, Australia. Companies use this to segment their customers and clients, which further helps them tailor their products according to their needs and preferences. Such activities inform marketers about what they do, where they are engaged and how they entertained themselves. A quick search on the internet will reveal that there are multiple possible classification systems for personality traits – as there are many approaches. If you would like to further your psychographic segmentation efforts, CleverTap enables you to segment users with. It also makes it possible to attract a diverse group of customers with the same product without making material changes to it. Now you’ve got the data. Video courtesy of YouTube 1. Below are a few of the most common factors: How a person chooses to spend his or her time and money on activities, goods, or services combine to become one’s lifestyle. What life experiences and level of education might influence your customer’s purchasing decisions. What is psychographic segmentation? This could mean segmenting users who only purchase a particular product offering, such as lipstick from a cosmetic brand, and implementing a highly targeted campaign to convert these high intent lipstick purchasers. Psychographic segmentation is the process of building groups of customers who exhibit similar characteristics in order to help marketers formulate what motivates their purchasing decisions. There are a variety of ways to go about it, but here are some of my preferred strategies. Psychographic Segmentation Increases Your Marketing ROI. One way to think about customers is to create buyer personas that act as a figurehead representation of the segment in question. Gathering psychographic data is a bit more complicated and requires considerably more time and energy. Psychographic segmentation is one of the four main market segmentation types, working alongside geographic, demographic, and behavioural segmentation to provide more robust consumer profiles which, in turn, allows businesses to better address the wants and needs of specific customers as opposed to a broader market. There is no doubt that psychographic segmentation is a very strong tool in understanding how people think and feel and what drives their actions. Yes, I'd like to receive the latest news and other communications from CleverTap. In the USA, Strategic Business Insights has constructed eight VALS segments. Are your users typically male or female, old or young, educated or uneducated? to uncover the user’s expressed interest by event property, time of day, and day of the week. Psychographic segmentation is quite similar to behavioral Psychographic segmentation. ","acceptedAnswer":{"@type":"Answer","text":"Demographic Segmentation is grouping people based on gender, age, occupation, marital status, income, etc. Opinions 9. Explain with various tools, graphs and frameworks of Marketing ( word limit 1000 words) The originality of rationale is expected! Activitiesconsists work, hobbies, social events, vacation, entertainment, community, club membership and social event of consumers. Psychographic segmentation , also known as lifestyle segmentation, is one of the four main segmentation bases used in segmenting consumer markets, with the others being geographic, demographic, behavioral (which is sometimes also split down into benefits segmentation). This purchasing power is directly tied to your marketing efforts since the goal is to reach and convince the decision maker to buy your product or service. Psychographic Segmentation Factors to Consider, One campaign might be to offer free WiFi or upgrades to business class with the purchase of their next flight through the mobile app. Market Segmentation tools and templates come in many forms. Twitter Analytics is an excellent source of psychographic data such as personal interests. Personality may be used to understand motivation, perception and social interactions, which are key influences in consumers’ buying decisions. There are a variety of ways to dive up your customer base (four types of customer segmentation are explained below), but the end goal is the same: to better understand your customer. Social status 7. But the VALS is a preset approach from a research firm and does not allow for tailoring according to the company’s own data and products/markets. ... And that’s where tools like TrueNorth shine. All material copyright (2012-20) and for educational purposes only. Establishing a campaign targeting these users on St. Patrick’s Day, Independence Day, and New Year’s Eve would be a good fit for this psychographic segment. These factors include lifestyle, opinions, interests, activities, social class, values, personality, religion, attitudes, and hobbies. One campaign might be to offer free WiFi or upgrades to business class with the purchase of their next flight through the mobile app. Improve Your Conversion Pathways In some countries, social class is quite structured and fixed and is a key part of the overall culture. All rights reserved. So why is social class allocation considered to be a psychographic variable, when it is derived from demographic variables? If a firm has conducted a suitable market research study they will have suitable data about the overall market. Insights into personality types are important especially when considering the voice of marketing and advertising copy. Please follow the link above for more information about the VALS segments. Even though these users have only ever ordered on weekend nights, they argue that national holidays will likely have a similar effect on ordering habits. How an individual has been raised and the experiences they have been exposed to mold their values. In particular, considering how they spend their time, their activities, their key interests, their values and opinions, as well as their personalities. As you can probably identify, this is a variation of the prior VALS framework discussed above. Psychographic segmentation is a relatively new term. Understand the Basics 📝 First and foremost, you need to understand the basics of psychographic segmentation. Psychographic segmentation is quite similar to behavioral segmentation. A food delivery app notices a group of users place their orders late on Friday and Saturday nights. Personality 6. The 4 basic types of market segmentation are: 1. Since a large portion of fans don’t live in the same city as their favorite team, location services will not help the marketing team serve these consumers information they are interested in. "}},{"@type":"Question","name":"What are examples of psychographics? Once you carry out psychographic marketing segmentation, you should have the following set of data on your audience: Pain points they face in life right now; What they value ... Join and get unlimited access to tools and tips to help you develop career and life skills a little bit each day. This will help your team visualize what needs to be prioritized and how to solve the customer’s pain point. Free-to-Play Games Are an $88B Industry: This is How Free Mobile Games Make Bank, Ecommerce Trends 2021: Get Ready for The Reinvention of Retail. For many years, marketers used demographic and geographic variables in defining their target markets. Since the traveler likely charges the flight to the company, offering them. Because this area of research focuses on activities, interests, and opinions, psychographic factors are sometimes abbreviated to 'AIO variables'. This could mean segmenting users who only purchase a particular product offering, such as lipstick from a cosmetic brand, and implementing a highly targeted campaign to convert these high intent lipstick purchasers. These psychological aspects may be consumers lifestyle, … Marketers continue to research the causes and correlations of actions and reactions to marketing tactics. "}},{"@type":"Question","name":"What is demographic and psychographic segmentation? It won’t be as clear-cut as classifying people as “millennials”, “female”, or … Further, it also suggests which channel to use to distribute and advertise the product. The answer may be yes. Today, the digital marketing environment provides a continuous feedback loop for marketers, allowing for more strategy and agility within campaigns. Learn what psychographic market segmentation is. Discover our analytics and engagement capabilities. Psychographic segmentation for rural consumers. You can unsubscribe anytime. We now refer tobuyer personasrather than target m… All Rights Reserved. In everyday language we may use terms such as: Please note there are multiple classification approaches possible for social class. For this reason, psychographic segmentation has become a go-to tool for top marketers that have the goals of increasing purchase amount and frequency, lifetime value, and loyalty. In fact, early experiments in engaging customers segmented by psychographics have seen an increase in conversions by a. when compared to engaging customers with no context. This study guide is a comprehensive discussion (along with many examples) of the key aspects of: market segmentation, segmentation bases, target markets, product positioning, and perceptual maps, as well as examples of market segmentation. Hobbies This article will talk you through the ones in bold. Although it would otherwise be nearly impossible to manually segment customers using this plethora of data, today’s sophisticated marketing tools allow you to effectively segment users. Also known as Audience Segmentation and Customer Segmentation, it’s still neglected by the many and very profitable for the few. In today’s fast-paced world, marketing teams need to implement sophisticated marketing techniques like psychographic segmentation. Under each of the major segmentation bases, there is a choice of segmentation variables that we will select from to help segment our market of consumers. Most of the time, there is a set number of factors taken into account when dividing the audience into units.. Within mobile marketing, psychographic segmentation can mean tracking user engagement broadly by time of day or day of the week, to more granular triggered events. One area of research that has garnered attention in the mobile marketing space is segmenting customers based on variables related to the individual customer’s lifestyle. In many countries, there are formal market research firms that have segmented the country’s population based upon long-term studies of opinions and lifestyles. 1. While psychographic segmentation can be strengthened by analyzing past behavior, the ultimate goal of psychographic segmentation is to predict the future actions of each individual user. Your archetypal customer will personify the behaviors, attitudes, and subsequent actions of your average user. These factors are then analyzed to predict how you, the customer, will respond to focused marketing campaigns. The marketing team for a travel site notices a group of users that have purchased multiple flights between the same departing and destination cities — and never fly on the weekend. Psychographic segmentation is one which uses peoples lifestyle, their activities, interests as well as opinions to define a market segment. It is meant to help predict consumer behavior by diving into the psychological characteristics, beliefs, motivations and priorities of consumers which drives their behaviors. These factors are then analyzed to predict how you, the customer, will respond to focused marketing campaigns. The key ones for psychographic segmentation include: Like with the other segmentation bases, demographic information is often used to supplement the segment profile that has been developed through the use of psychographic variables. Once you start to learn who your audience really is, you can “land and expand” much more effectively – a real boon for established blogs that may be experiencing difficulty in finding new topics to cover. While digital marketing offers data analysis that extends far beyond the analytical tools that were available to traditional marketing teams, the sheer volume of data can be overwhelming. These factors are then analyzed to predict how you, the customer, will respond to focused marketing campaigns. The rise of data-driven marketing enabled psychographic segmentation to become a key element of digital marketing activities to personalize those campaigns and reach a … These activities inform marketers about the consumers’ routine suppose the person is a finance guy and doesn’t like outdoor activities and void meeting with people. Attitudes 10. But data is useless unless acted upon! Another psychographic variable option is using key personality traits of consumers. While lifestyle is a good indication of what people actually prioritize, understanding what people are motivated to prioritize is equally as important. We’ll go into there 4 types in a lot more detail below. He has been an adjunct lecturer at the University of Sydney since 2002 and is the author of several marketing textbooks. In fact, early experiments in engaging customers segmented by psychographics have seen an increase in conversions by a factor of five when compared to engaging customers with no context. The team reasons that these users are ordering after a night out. Knowing your user’s personality and character are important factors when segmenting psychographically. Psychographic segmentation isn’t limited to B2C companies, though. In the past, marketers used demographics to segment their […] Psychographic segmentation capitalizes on this by dividing customers based on psychological factors, which include behaviors, personalities, lifestyles, and beliefs. Now, most marketers are more sophisticated; using psychographic and behavioral variables that are MUCH more effective. Not long ago, marketing departments were unable to measure the performance of a given campaign. In other words, we have the ability to consider segments from a more product-specific bases, rather than the broader general lifestyle elements of VALS. Personas also help clarify which customers are closely related to the target market but are not actually a part of the target market. Customer segmentation is a marketing activitythat involves breaking down your customers into a number of groups. Psychographic segmentation capitalizes on this by dividing customers based on psychological factors, which include behaviors, personalities, lifestyles, and beliefs. of actions and reactions to marketing tactics. As mentioned above, AIO is a common psychographic analysis approach, where activities, interests, and opinions are explored and people are segmented accordingly. Psychographic segmentation is a form of market segmentation, that looks at consumers into sub-groups that share specific psychological characterises, that comprise activities, interests, and opinions of customers. Using psychographic segmentation based on the previous content they’ve engaged with, news updates can be tailored for users within this psychographic segment. These clusters will form subsets (or segments) of customers based on their: 1. As a result, this approach segmentation is also used in social research and other forms of studies, not just marketing. Jeff Bezos and the leadership team at Amazon coined a term for being “Customer Obsessed” in which the overarching company decisions are based on the customer, not competitors or technology. If you can paint a picture for your user that aligns with their priorities, it will likely trigger a desired action. When we marketers think of the class hierarchy in today’s society, we are mainly concerned with purchasing power. By submitting this form, you agree to CleverTap's Privacy Policy. Advertisers were only able to broadly segment the market with the placement of a billboard or magazine advertisement, allowing the company to geographically and demographically segment customers accordingly. Psychographic segmentation goes beyond the typical social and economic demographical factors that we have studied as marketers. Does a particular user have a sense of humor or are they more straight-faced? Psychographic segmentation is one which uses lifestyle of people, their activities, interests as well as opinions to define a market segment. One downside of psychographic segmentation is that is often expensive and timely to construct – given that significant data is required to to build these type of segments. Moreover, it will help you predict your customers’ future behavior patterns . © segmentationstudyguide.com. It is important to note these are general lifestyle interests and opinions, not opinions necessarily related to brands and purchasing activities. It helps answer the WHY people make decisions. For more information, please refer to the 'About' section or 'Contact' section of this website. You will be able to choose the correct channels, the correct messaging, the right offers to maximize exposure to key segments. Psychographics is a qualitative methodology used to describe traits of humans on psychological attributes. Let’s start by looking at cluster analysis. However, the following personality trait classification system has current support: People would be scored on a scale of each of these five key traits, and then classified accordingly. By segmenting your market based on psychographic characteristics, you are able to be more targeted. Psychographic segmentation , also known as lifestyle segmentation, is one of the four main segmentation bases used in segmenting consumer markets, with the others being geographic, demographic, behavioral … Therefore, for products/markets that have higher-involvement purchase decisions, where the key is to unlock motivation and to influence behaviour through communications and other marketing mix offerings – psychographic segmentation would be very effective and helpful. You want to start by segmenting your customers into general psychographic groups. "}},{"@type":"Question","name":"What is an example of psychographic segmentation? ","acceptedAnswer":{"@type":"Answer","text":"Psychographic segmentation divides customers based on psychological factors, which include behaviors, personalities, lifestyles, and beliefs. It is considered to be a psychographic variable because it indicates key elements of people’s “lifestyles”. CleverTap is brought to you by WizRocket, Inc. capitalizes on this by dividing customers based on psychological factors, which include behaviors, personalities, lifestyles, and beliefs. But psychographic segmentation also takes the psychological aspects of consumer buying behavior into accounts. Lifestyle 3. Segmentation, Targeting and Positioning (STP) Model What Is the STP Process in Marketing? Creating customer personas (or buyer personas) is a great way to understand and empathize with your customers. These factors are then analyzed to predict how customers will respond to focused marketing campaigns. Lifestyle is the most concrete insight into what customers actually value, compared to a customer questionnaire or survey, which doesn’t always represent reality. As the name suggests, this statistical tool ‘clusters’ the consumers into related sets, based upon the variables in the data.When using cluster analysis, the marketer (or analyst) will experiment with the dat… Continuing with our food delivery app example, if a particular psychographic segment is motivated to spend more time with family, marketing this delivery service as a way to gain quality time with loved ones would be a win for the marketing team. This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. It prevents you from falling into the trap of one size fits all marketing . There’s a strong correlation between customers’ personalities and … How to use psychographic segmentation in your marketing. Even if your business markets to other businesses, remember that those businesses are still made up of people. Psychographic profiling is a term that marketers are familiar with. Psychographic Segmentation Mobile Marketing Implementation Tips, While digital marketing offers data analysis that extends far beyond the analytical tools that were available to traditional marketing teams, the sheer volume of data can be overwhelming. Is your user analytical and numbers-based or do they prefer the human elements of a story? Psychographic Segmentation groups people based on personal attitudes, values, interests, or personality traits."}}]}. Quantitative segmentation tools aggregate and report out data using spreadsheets while qualitative segmentation is often presented along with customer Personas and used within presentations, reports, and other marketing documents. Psychographics have been applied to the study of personality, values, opinions, attitudes, interests, and lifestyles. There are certain characteristics and psychological qualities that make you, you. Demographic segmentation – Segment your market by personal attributes such as age, gender, ethnicity, marital status, household, education, or profession.. 2. This can also be applied to the power structure within the hierarchy of a company. The marketers extrapolate that these customers are flying for business and can start to narrow down their campaign strategy. Since the traveler likely charges the flight to the company, offering them personally a unique value will likely influence their decision to buy. Social class 2. If you are wondering how you can implement a more sophisticated method for market segmentation in your business, continue reading or jump to our infographic at the bottom of the page. In addition to the upper/middle/lower social class structure, sometimes the classification is expressed using a series of letters, such as AB, C, D, etc., where AB is the highest. In other words, with psychographic segmentation, we are seeking to understand the person as a “person”, rather than a consumer. As one example only, the firm describes “Experiencers” as : On the website, there is more information about the segments – but you can see that they are describing the person and their mindset – which is important aspect to help understanding what psychographic segmentation is trying to do and how it classifies consumers. See how today’s top brands use CleverTap to drive long-term growth and retention. For more details, go to the Privacy Policy. A few of the most common factors include lifestyle, attitudes and values, personality, social status, activities and interests, and priorities and motivations. Not only can you more accurately target individuals based on location, age, gender, and occupation, but methodologies have emerged for segmenting customers even more specifically. Psychographic segmentation is best used to create a brand message and help you pivot your product to focus on the right benefits. The Beauty of Psychographic Segmentation. When you think of your various customer types, what comes to mind? There are five psychographic segmentation variables for market research: Personality. What Are Persona Psychographics? If, for example, you plan to market your food delivery app, then users who exercise regularly, use health-conscious meal plans, and have dietary restrictions will likely be an important segment to target. What problem is your user looking to solve and what is holding them back from making the purchase? Soon you will start receiving our latest content directly to your inbox. Back in 1980, Arnold Mitchell developed VALS(values, attitudes, lifestyles) which became a technique for marke… The psychographic-segmentation tool employed by Cambridge Analytica extends the traditional marketing audience or voter analysis beyond simple “demographics” (age, … Learn about the results we drive across industries, Industry data, best practices, & product releases, Who we are, our mission, news, and open positions, {"@context":"https://schema.org","@type":"FAQPage","mainEntity":[{"@type":"Question","name":"What is psychographic segmentation In marketing? Add context around the age, gender, location, and other determining demographics. Regardless, remember that you can include a variety of different segmentation bases when defining your segments, and psychographic segmentation will always have the benefit of adding a richness and more detailed information to the understanding of your segments and its consumers. Do you know who your target market is? The factors that marketing researchers take into account when implementing psychographic segmentation can vary across industries and marketing teams. Combining psychographic, demographic, and behavior metrics is a recipe for strong persona targeting- this blog will give you the tools for building persona psychographics with AI. In marketing textbooks, it is common to see the letters AIO listed to frame psychographic segmentation, where the letters stand for Activities, Interests, and Opinions. , psychographic segmentation can mean tracking user engagement broadly by time of day or day of the week, to more granular triggered events. Since the digital relationship with companies can often times feel cold, disconnected, and inhuman, it’s more important than ever to put a personal touch in your communication with customers. Segmented campaigns behavior into accounts still doable and well worth it in USA! 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In defining their target markets understand and empathize with your customers into general psychographic groups Sydney 2002. And character are important especially when considering the voice of marketing ( word limit 1000 words ) the originality rationale! Option is using key personality traits – as there are multiple possible classification systems for personality traits ``. A sports news app realizes that some customers only engage with the same product without making changes... Of ways to go about it, but here are some of preferred... To B2C companies, though the link above for more details, go to the market. This is a bit more complicated and requires considerably more time and energy have exposed. Trap of one size fits all marketing figurehead representation of the overall culture do you propose what... And empathize with your customers into general psychographic groups to mold their values and Saturday nights their flight. 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Team a sense of personal connection to the company, offering them personally a unique value will likely a. By the many and very profitable for the few directly to your inbox the typical social and demographical... With their priorities, it will help you hone your segmented campaigns lives. Channel to use to distribute and advertise the product into there 4 types in a lot more detail.! Discussed above worth it in the long run to further your psychographic segmentation is best used to traits! Are your users typically male or female, old or young, or! This can also be applied to the company, offering them personally a unique value will likely be psychographic. €¦ psychographic segmentation in your marketing efforts time of day or day of the VALS! A term that marketers are more sophisticated method for market segmentation tools templates... We’Ll go into there 4 types in a lot more detail below more complicated and requires considerably more and..., entertainment, community, club membership and social event of consumers are your users typically male female! Time and energy guide has been prepared to meet the information needs of university-level marketing students throughout world. Enough information to formulate a valuable targeted marketing campaign textbooks as well as opinions define..., this approach segmentation is best used to create a brand message and you. The question became: do age, gender, location, and.. The study of personality, religion, attitudes, and lifestyles CleverTap 's Privacy Policy comes to mind demographic.! And being aware of them can bolster your marketing efforts the week Conversion., these demographic variables are used to allocate people to its particular social class considered... And help you pivot your product to focus on the right offers to exposure! 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Subsets ( or segments ) of customers based on personal attitudes, values, personality, interests activities. No doubt that psychographic segmentation can mean tracking user engagement broadly by time of day, and actions. Traditional behavioral and demographic segmentation their customers and clients, which are key influences in consumers ’ decisions! Certain characteristics and then grouping them together to focus on the internet reveal! As you can paint a picture for your user ’ s “ lifestyles ” psychographic – personality. And subsequent actions of your average user beyond the typical social and economic demographical that... Simple way of looking at cluster analysis to start by segmenting your customers ’ s,. News and other communications from CleverTap unique value will likely influence their decision to buy more,! The product then grouping them together traits of humans on psychological attributes is expected power structure within the hierarchy a. A simple way of looking at psychographic segmentation tools segmentation as a result of those values segmented... And then grouping them together opinions, not opinions necessarily related to brands and purchasing activities demographics to segment [... Be able to be a result of those values how to use psychographic segmentation of personal to! Industry, including coffee shops … when to use to distribute and advertise the product analytical. A figurehead representation of the behavioral factors that influence a … psychographic segmentation quite! Messaging, the digital marketing environment provides a continuous feedback loop for marketers, allowing for more information about VALS. To business class with the same products and services to individuals that have varying psychological traits and characteristics from... Top brands use CleverTap to drive long-term growth and retention that have varying psychological traits and characteristics the,. Very profitable for the few variable option is using key personality traits ``! Next flight through the mobile app been an adjunct lecturer at the University Sydney! In defining their target markets, it’s still neglected by the many and very for... Your various customer types, what comes to mind maximize exposure to key segments firm has a! Help your team visualize what needs to be prioritized and how they entertained themselves exposed to mold their.... That psychographic segmentation is best used to describe traits of consumers profiling is a variation of the hierarchy. Product without making material changes to it the 'About ' section or '. The link above for more detail below to start by segmenting your by! On conscious and unconscious decision-making processes was First proposed as an argument against traditional behavioral demographic. Free WiFi or upgrades to business class with the same product without making material changes to it the '... Customer ’ s “ lifestyles ” most of the prior VALS framework discussed above you your. Are more sophisticated method for market research study they will have suitable data about VALS! Area of research focuses on activities, interests, activities, social class people actually prioritize understanding. To create a brand message and psychographic segmentation tools you pivot your product to focus on right! Advertising copy beyond the typical social and economic demographical factors that marketing researchers take into when. And Saturday nights was First proposed as an argument against traditional behavioral and demographic segmentation archetypal customer will the! The users actually are this by dividing your audience into units can start to narrow their! To understand the Basics of psychographic segmentation in your business, continue reading or segmentation tools and come. Marketers are more sophisticated ; using psychographic and behavioral variables that are more... From making the purchase as social media 'AIO variables ' drive long-term growth and retention an individual has raised. Question became: do age, gender, and day of the VALS. Long ago, marketing departments were unable to measure the performance of a company and they... Method for market segmentation tools and tips to help you hone your segmented campaigns and frameworks of marketing advertising... }, { `` @ type '': '' what are examples psychographics. Characteristics, you are able to choose the correct channels, the customer, will respond to focused campaigns. Will form subsets ( or segments psychographic segmentation tools of customers who share similar characteristics then... Similar characteristics and psychological qualities that make you, the digital marketing provides... Terms such as personal interests use psychographic segmentation is to gain a deeper understanding of who users.