Type 2: Psychographic

Psychographic segmentation refers to the breakdown of customer groups based on internal, psychological characteristics that may influence their buying behaviour, including:

• Attitudes and beliefs
• Values
• Personality
• Interests
• Social Status
• Lifestyle

Psychographic segmentation variables allow you to dive deeper into your audience’s preferences and the motivations behind their purchase behaviour. This helps you build unique customer segments based on more descriptive characteristics related to their daily life and personality, so you can appeal directly to their values.