The right psychographic segmentation for effective marketing activities
As we already know together that the right marketing strategy is one of the keys to the success of a business. Well, psychographic segmentation is a segmentation that can help marketing strategies so as not to miss.
So, what is the understanding of the psychographic segmentation? How do you know it, and how to use it in the world of marketing? The following is the answer.
Is it psychographically?
Quoted from the Hotjar page, psychographic segmentation is a qualitative way that is more focused on studying customer attitudes. This method utilizes human psychological characters, such as desires, values, interests, goals, and lifestyle choices to be used as segmentation parameters.
The main objective is to be able to understand the feelings of consumers better, so marketing can be done more precisely.
Generally, psychographics are often considered similar to demographics. If it is analogous, the demography is able to explain who is the potential consumer of your product, while psychographically more likely to explain why they want to make a purchase.
In the world of marketing and sales, demographics and psychographic will complement each other and need each other between each other.
Why psychographic segmentation is important
In general, the purpose of market segmentation is to be able to understand the needs and also the needs of customers by connecting them along with various demographic, geographical, and psychographic variables.
This is very important in terms of marketing targeting. The company can better understand the background or reason consumers buy a product. Thus, the company can make a more suitable strategy and marketing mix.
In demographic segmentation and also geographical, the company can connect purchasing behavior with a characteristic that is able to be measured and visible is the income and residence of consumers.
Well in psychographic segmentation, it will focus more on intrinsic characteristics, such as lifestyle, personality, and certain values.
The most important disadvantages in psychographic segmentation are various variables it will be difficult to measure because it involves subjective judgment.
Personality
An expert in the field of marketing named Isabel Myers and Katharine Briggs then divided someone’s personality into sixteen types, namely Healer, Mastermind, Counselor, Architect, Champion, Commander, Visionary, Teacher, Protector, Composer, Inspector, Craftsperson, Provider, Performer, Supervisor , and dynamo.
On the other hand, Joseph Chris Partner then divided the personality into seven types, including:
- Belongers
They are groups of people who can easily adjust to their environment, want to find reception, and don’t like to look more prominent.
- Achievers.
They are groups of people who prefer to pursue the target and do not like to waste the time. They will always be busy and also ambitious in achieving success and have a lot of money. Their main motives in buying goods are because they want to show their success and they also like luxury items.
- Emulators
They are groups of people who are very ambitious in achieving success even though they do not have expertise in achieving it. Their motivation in buying products is because they want to be successful, and there is a possibility they buy goods outside their ability or buy fake products to be able to give an impression of others about achieving.
- Savior (Saviors)
They are groups of people who pursue success for the surrounding world. They will work hard to realize mutual success without asking for compensation from various parties.
- Doomsdayers
They are a mixed group of Saviors and Belongers groups. They have a way of life alone and tend to not want to depend on others. If they like a product, then they will become a very loyal customer.
- Integrators
They are groups of people who have Achievers and Saviors. They want to work hard and have a high taste of ambitious, they do it for yourself and also for people around it.
- Survivalists
They are groups of people who always struggle in collecting money pundi. They will also spend more money for their needs, and will be more long thought before spending money.
Psychographical characteristics
In psychographic segmentation, there are five characteristics of the most researched consumers. These five characteristics are predicted to have various aspects that are most able to provide useful knowledge for prospective customers.
1. Personality
In psychographic, personality is the nature that is highlighted by someone from time to time. Generally, this can be measured by utilizing the 5-factor model.
If the results of this modeling apparently show that most consumers of your product have a low value of extroverted scores, it can be ensured they have an introverted personality.
Well, the image or graphic design you use in marketing the product must be adjusted to the profile. For example, using a graphic design that displays someone in using your product alone, enjoying the serenity, etc., according to their personality.
2. Lifestyle
Lifestyle is a variety of choices determined by everyday everyday activities. This includes what is associated with their personality, where they live, and whatever they do to spend their time, etc.
If the research results show that most of your customers are those who like to party on weekends or prefer a luxurious lifestyle, then the marketing style you do must be adjusted to these conditions.
3. Interest
The purpose of interest in psychographic is a hobby, habits when utilizing a media, and whatever someone does when filling his free time.
So, if your target customers like sports more, then marketing or advertisements that you practice better use sports elements to get closer and also attract their attention.
4. Opinion, attitude, and trust
These psychographical types are more often related to political standports or other perspectives on various things that occur in the world. For example, if your target market is that they are very religious, then you can display clothes that match what the audience believes.
5. Value
In this case, the purpose of the value is a good and bad assessment. For example, if your target market is those who are more concerned and supporting anti-violence in animals, then show that your product has an advantage according to what your target market trusted.
How to collect psychographic data
Reporting from the Oberlo page, there are several ways in obtaining psychographic data, namely by conducting surveys and also conducting direct interviews to consumers. The following is the explanation.
1. Survey
Conducting surveys to consumers is the most widely used way to get psychographic data from consumers. With technological advances like today, surveys can be done online by utilizing various tools that are easy to use.
Make a closed question for the respondents so that their preferences can be seen more clearly.
In addition, as a businessman, you will also be easier to understand them by the way they get more focused.
2. Consumer interview
Reporting from the Hubspot page, interviews must be made for consumers who have previously tried your product. Questions submitted to consumers must be able to tell them more deeply, so that their psychographically will be easier to know more deeply.
If your business is a business that is fairly new and has not been owned by consumers, the interview can be done on consumers with demographics that approach your target audience.
3. Discussion with Customer Service
Another way that can be done to understand the psychographical customer is to speak directly with a team that is indeed dealing with consumers, namely your customer service or sales.
Ask them with keywords that are often used by customers, whatever they often ask and what language or terms do they often use when talking about your company’s products or brands.
Various information is able to provide enough psychographical data for you.
4. Facebook and Google
As explained earlier, technology has a very important role to collect data. Well, Facebook and Google will help you in obtaining psychographical data on your business easier.
Both of them even have a tracking feature that is able to collect various user data from all over the world.
Some tools that you can use are Google Analytics, Google Adsense, Facebook Connect, Facebook Custom Audience, etc.
Conclusion
Thus an explanation of psychographic segmentation, complete with the type and how to apply it. If you can apply it well, it is not impossible that your business will become more successful than at this time.
However, you still have to arrange the marketing fund budget in doing this psychographic segmentation, so that every advertising activity carried out can run on target according to the available budget.
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