Psychographics and Small Business Marketing
Psychographic segmentation divides a market by social class, lifestyle, or the shared activities, interests, and opinions of prospective customers. It helps identify groups within a social networking service or other, smaller, social networks that attract users who meet your desired profile.
Behavioral segmentation, which is closely related, divides potential buyers based on their uses, responses, or attitudes toward a product or service. To obtain this information about your customers, consider including a quick poll as part of your e-newsletter, website, or blog. Although the results from those who reply may not be exactly representative of your total customer base — or that of prospective customers — a survey gives you some starter data.
Don’t confuse the psychographic profile of a group with personality traits specific to an individual.
Psychographic segmentation helps you identify not only where to promote your company but also how to craft your message. For instance, understanding your specific target group, its mindset, and its lifestyle might help you appeal to customers such as the Innovators shown here, who might be interested in your high-end line of fashion, home decor, or vacation destinations. Or you might target Experiencers for an amazing new cosmetics line, a wild new restaurant, or an energy drink.
To develop a better understanding of psychographic profiling, take the quick VALS (Values and Life Styles) survey yourself.