What is Psychographic Segmentation?
Psychographic segmentation, or attitudinal segmentation, is a type of audience segmentation. It includes audience segments created from data about a person’s values, attitudes, interests and personality traits that are used to build a profile of an individual’s attitudes. Attitudes change at a slower pace to behaviors, so they become more stable over time.
Why Psychographic Segmentation is Powerful
Basic audience segmentation such as geographic and demographic segmentation are simple to define and easy to target. But the truth is, it’s almost impossible to change or influence behaviors through advertising based on demographic segmentation alone. Demographic or geographic segmentation alone lacks the depth needed to guide creative messaging and motivate them to action.
Today’s consumers, more than ever, expect personalization. According to the latest research, more consumers than ever say that they want brands to offer personalized products and that they would be more motivated to promote a brand online when something is relevant to their own interests.
By leveraging psychographic segmentation, you will not only become more relevant as a brand but also improve your targeting efforts and campaign success.
Related: Why Demographic Segmentation Should Be Your Go-to Audience Segmentation Tactic for Ad Campaigns
Examples of Psychographic Segmentation
Looking at the demographic and geographic data alone, the two women may look exactly the same. However, looking at psychographic data, we will find that one family is interested in outdoor sports like rock climbing and surfing, while the other family is interested in staying indoors and playing the latest video games. A marketer advertising outdoor gear would be irrelevant to the gaming family, but right on target to the first family.
Here’s another example of psychographic segmentation based on consumer lifestyles, compiled from AlikeAudience’s 7000+ segments:
Among different types of audience segmentation, leveraging psychographic segmentation is key to:
- – Identify high-value opportunity segments.
- – Tailor your campaigns.
- – Execute effective targeting for maximum ROAS.
To get the psychographic data that you need to hyper-target individuals, work with a reliable and accurate data vendor like AlikeAudience. Our audience segments go above and beyond than just physical demographics to analyze the purchase intent, personality traits, and personal interests of customers in 13 countries around the world, including the US, Australia, Hong Kong, Singapore, Japan, and Indonesia.
Adopt our audience segments in your ad campaigns to reach the right audiences. Contact our data strategist today to get started.
Does Psychographic Information Violate Privacy?
The latest research shows that the majority of online users today are concerned about how their personal data is being used by companies, as well as eroding personal privacy issues in recent years.
For brand safety, this is one of the most important considerations when selecting data vendors. Ensure that your data vendor is fully compliant with industry standards such as GDPR and CCPA as well as commit to high privacy standards with integrity.
When it comes to privacy, AlikeAudience is uncompromising in our standards and processes to protect consumer privacy. Unlike other data vendors, AlikeAudience is not a data aggregator, nor do we use “recycled” data in the marketplace. AlikeAudience sources data directly from trusted sources, providing massive scale, fresh and relevant psychographic audiences that are customizable with flexible lookback windows.
By working exclusively with consumer consented data and opted-in Mobile IDs that are fully compliant with GDPR and CCPA regulations, we consistently achieve high campaign performances from consumers who are more inclined to engage with relevant ads, making your psychographic segmentation campaign a success.
Read more about our privacy policy here.
Activating Psychographic Segmentation on Major DSP/DMPs
AlikeAudience’s high-performance, global segments are available at scale on 17 platforms, sourced closely from original, consumer-consented CRM data. This means high scale, fresh, and relevant audiences with flexible lookback windows. Search for AlikeAudience on Our Partner platforms or contact a Data Strategist today to evaluate your campaign goals.
