Consumer segmentation is the process of classifying people into groups that have some set of similar characteristics, resulting in the ability to be studied and targeted.
The most basic method is to segment by simple demographics such as age, income, or marital status. The goal is to identify relatively homogeneous groups with similar behavior that will assist in customizing the message and/or offer for each segment.
Some companies target only one macro group, such as the AARP attracting anyone 50 years old or older. Others have much more sophisticated segmentation schemes, using dozens, or even hundreds of variables.
The advent of accessible computer technology, the development of new statistical methods, and the availability of US Census data have all contributed to a whole new industry specializing in multi-tiered consumer segmentation. Add to this the standardization of geographic definitions and you now have a powerful basket of measurable variables that can help segment the population in a very detailed fashion. Psychographics |
To further target your marketing efforts, you should have a method to not only determinewho is or will buy your product, but identify what makes them want to buy as well.
Psychographic segmentation is a powerful method to delineate consumers based on their personalities, values, attitudes, interests, and/or lifestyles - - that is, you are identifying and measuring those attributes (behavioral, economic and interpersonal) that drive consumer behavior.
As part of our underlying objective of developing marketing and promotional programs that make an IMPACT, we have partnered with the top provider of psychographic segmentation to identify the motivations of your best customers and prospects, thus leading to the most effective message and method of delivery. Psychographic segmentation bases divide markets based on differences in