We've covered demographics like age and income, but here's what's fascinating: two 30-year-old women earning $60K can have completely different shopping behaviors.
This time let's explore psychographics - the attitudes, interests, and lifestyle factors that drive customer decisions.
Engagement Message
Name one psychographic factor that could cause two similar consumers to choose different products.
Psychographics dig into the "why" behind customer behavior. While demographics tell us who someone is statistically, psychographics reveal what they value and how they live.
Think attitudes, interests, opinions, and lifestyle choices that shape their buying decisions.
Engagement Message
What's one lifestyle choice that significantly influences your purchasing decisions?
Let's see this in action. Two college graduates earning similar salaries might have very different priorities. One values adventure and experiences, the other prioritizes security and savings.
Same demographics, completely different psychographic profiles - and marketing needs.
Engagement Message
Which customer would be more likely to buy travel insurance - the adventurer or the saver?
Psychographic segmentation looks at what customers care about. Are they environmentally conscious? Status-seeking? Budget-focused? Family-oriented?
These values drive brand choices more powerfully than age or income alone.
Engagement Message
Name a brand that clearly appeals to environmentally conscious customers.
Lifestyle segmentation is huge in marketing. Patagonia targets outdoor enthusiasts, while Peloton targets fitness-focused achievers who want convenience.
Both might sell to similar demographics, but they're speaking to completely different lifestyles and values.
Engagement Message
What lifestyle does your favorite brand seem to target?
