What Is Psychographic Segmentation and What Are the Reasons Marketers

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The Answer is Psychographic research is closely aligned with psychological research, especially personality and attitude measurement and is also called 'lifestyle analysis'. In their most common form, psychographic segmentation studies employ a battery of statements designed to identify relevant aspects of a consumer's personality, buying motives, interests, attitudes, beliefs and values. The psychographic profile of a consumer segment can be thought of as a composite of consumers' measured activities, interests and opinions (AIOs).
Marketers are increasingly employing this form of applied consumer research as it is a valuable marketing tool by helping to identify promising consumer segments that are likely to be responsive to specific marketing messages. In a psychographic research study, consumers are usually asked to reveal their own personal reactions to a variety of statements or their household's reactions which provides marketers with useful insights to their consumer segments. Psychographic research is also used by marketers because when it is used in conjunction with demographic segmentation it allows them to create descriptive profiles of consumer segments containing useful segmentation information.

What Is Psychographic Segmentation and What Are the Reasons Marketers

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