Customer personality can divide audiences based on similar personality traits, such as creative, friendly, introverted, and extroverted individuals, to help you group your customers based on how their personalities may impact buying decisions. A psychographic segmentation example based on personality would be grouping customers based on creativity. If you run a hobby shop, you might group individuals this way to help you determine who your target market is for specific products.
How a person lives and their daily habits will also help you predict consumer behavior. For example, if you sell home office furniture and supplies, you can determine what types of products to sell to certain individuals. In this case, you can identify which customers are most active or health-conscious and send them a targeted marketing campaign about standing desks.
Social class can help determine the types of people who use the products and their preferences. Of course, social status can’t predict everything, but you can assume middle-class and upper-class individuals have different preferences. Upper-class individuals typically shop for higher-end or luxury items. For example, Mercedes-Benz typically markets its new cars to individuals who can afford luxury vehicles, which likely doesn’t include lower or middle-class consumers.
Social class psychographic segmentation can help brands understand how to price their products and market to certain groups of people based on spending power.
Activities, interests, and opinions (AIO)
AIO is a type of psychographic segmentation based on the activities and interests of the target audience–ultimately, the things they care most about. For example, some individuals prefer horror movies to comedies, and some strongly oppose sports. A good example of AIO is grouping individuals based on the activities they enjoy. For example, a shoe company may make shoes for several different types of individuals, ranging from running enthusiasts to basketball players.
Backgrounds influence attitudes and values, and every customer has a different perspective you can use for psychographic segmentation. For example, customers might have different attitudes toward pets, work, industries, and so forth. A good psychographic segmentation example of how attitudes impact buying decisions is someone who loves pets would be more likely to purchase premium pet beds.