Psychographic segmentation
Posted: Sun Jan 19, 2025 5:12 am
This neuromarketing tool is used to segment the target audience into different areas according to the following criteria: conviction, personality type, value, and motivation to buy. This segmentation is called psychographic. Below are examples of such neuromarketing.
In relation to innovations, the target audience may include conservatives, innovators and traditionalists. If advertising is created with a bias towards conservatives, then it appeals to their values, choosing those attributes that are associated with long-standing foundations and traditions. In commercials for innovators, the main emphasis is on new technologies and scientific and technical progress.
In relation to oneself, there employment data paqckage is a division into "leader", "victim" and "I am like everyone else". In the first case, the main message sounds like this: "You can change the world". In the second case - "We will do everything for you, and you will succeed". And if the appeal is to "I am like everyone else", then most often the message looks like this: "You are better than others".
Each person has their own values, which include: family and children, material well-being, spiritual growth, freedom, position in society, health, self-realization, communication. In this case, the audience is divided into groups, with which a dialogue is built based on the corresponding values. This should be seen in almost everything, namely: advertising campaigns, images, texts, appeals, benefits, and so on.
Let's look at this using orange juice as an example. It can be positioned in advertising as a source of vitamins for a healthy lifestyle, a "yummy treat" for children, a drink for vegetarians, part of a successful and self-confident person's breakfast, and so on.
Each member of the target audience has their own life position, which can be active, passive, calm or aggressive. The division into such groups is typical for a variety of situations. For example, for those consumers who are characterized by an active life position, it is better to immediately offer personal communication or a phone call in online advertising, while for groups with a passive life position - text content on the site, information letters, booklets, catalogs, and so on.
Everyone has different motivations for buying. It could be a desire for recognition, self-expression, a desire for security, social approval, etc. Each motivation requires its own approach to advertising and building relationships with a potential client. For example, in one case the call may sound like this: “Everyone does it, and you shouldn’t fall behind!”, and in another – “Don’t be like everyone else, prove yourself!”
Read also!
"How to Calculate Conversion: 3 Proven Options"
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VALS Segmentation, or Values and Lifestyles
In the 80s of the last century, the VALS psychographic segmentation system was developed in the USA, which means “Values and Lifestyle”. Segmentation is carried out in accordance with the following criteria:
motive for making a purchase;
personal qualities and character traits of a person that are manifested in this case.
At the same time, this system involves dividing the target audience into eight groups, which include:
creators;
thinkers;
innovators;
followers;
experimenters;
trying;
surviving;
aimed at success.
In relation to innovations, the target audience may include conservatives, innovators and traditionalists. If advertising is created with a bias towards conservatives, then it appeals to their values, choosing those attributes that are associated with long-standing foundations and traditions. In commercials for innovators, the main emphasis is on new technologies and scientific and technical progress.
In relation to oneself, there employment data paqckage is a division into "leader", "victim" and "I am like everyone else". In the first case, the main message sounds like this: "You can change the world". In the second case - "We will do everything for you, and you will succeed". And if the appeal is to "I am like everyone else", then most often the message looks like this: "You are better than others".
Each person has their own values, which include: family and children, material well-being, spiritual growth, freedom, position in society, health, self-realization, communication. In this case, the audience is divided into groups, with which a dialogue is built based on the corresponding values. This should be seen in almost everything, namely: advertising campaigns, images, texts, appeals, benefits, and so on.
Let's look at this using orange juice as an example. It can be positioned in advertising as a source of vitamins for a healthy lifestyle, a "yummy treat" for children, a drink for vegetarians, part of a successful and self-confident person's breakfast, and so on.
Each member of the target audience has their own life position, which can be active, passive, calm or aggressive. The division into such groups is typical for a variety of situations. For example, for those consumers who are characterized by an active life position, it is better to immediately offer personal communication or a phone call in online advertising, while for groups with a passive life position - text content on the site, information letters, booklets, catalogs, and so on.
Everyone has different motivations for buying. It could be a desire for recognition, self-expression, a desire for security, social approval, etc. Each motivation requires its own approach to advertising and building relationships with a potential client. For example, in one case the call may sound like this: “Everyone does it, and you shouldn’t fall behind!”, and in another – “Don’t be like everyone else, prove yourself!”
Read also!
"How to Calculate Conversion: 3 Proven Options"
Read more
VALS Segmentation, or Values and Lifestyles
In the 80s of the last century, the VALS psychographic segmentation system was developed in the USA, which means “Values and Lifestyle”. Segmentation is carried out in accordance with the following criteria:
motive for making a purchase;
personal qualities and character traits of a person that are manifested in this case.
At the same time, this system involves dividing the target audience into eight groups, which include:
creators;
thinkers;
innovators;
followers;
experimenters;
trying;
surviving;
aimed at success.