So far, we've covered demographic (who), psychographic (why), and behavioral (what) segmentation. Let's practice applying these concepts to real-world examples to make sure the differences are crystal clear.

Engagement Message

Which of the three segmentation types feels most intuitive to you so far?

Type

Sort Into Boxes

Practice Question

Let's start with a quick sorting exercise. Sort these customer attributes into the correct segmentation category.

Labels

• First Box Label: Demographic
• Second Box Label: Psychographic

First Box Items

• Age 28
• Female
• Income $50K
• Has a PhD

Second Box Items

• Values sustainability
• Is a risk-taker
• Family-oriented
• Seeks convenience

Type

Swipe Left or Right

Practice Question

Now let's add behavior to the mix. Is the following information about a customer's behavior, or is it about their internal mindset (psychographics)? Swipe each to the correct category.

Labels

• Left Label: Behavioral
• Right Label: Psychographic

Left Label Items

• Buys a coffee every single morning.
• Abandons their online shopping cart frequently.
• Only shops when there is a sale or discount.
• Has not logged into the app in 90 days.

Right Label Items

• Believes that brand names are a sign of quality.
• Is worried about data privacy and security.
• Aspires to live a minimalist lifestyle.