Psychographics

Used to build customer segments based on attitudes, values, beliefs and opinions as opposed to the “factual” characteristics of demographics. Political views, learning patterns or music tastes would qualify for psychographic segmentation. Marketing research usually combines demographic and psychographic information to build a more comprehensive understanding of customers.

Because the Internet is still a relatively new and evolving medium, one which the mass market is still getting used to and whose usage patterns are determined both by levels of Web experience and type of person, psychographics are of great interest for the Web. The ability of an online broker to convert browsers to online traders, for example, will depend to a large degree on the type of person using the site: are they confident people who like to ‘give things a go’ or are they risk-averse followers of the masses? Psychographic segments built on attitudinal and behavioral characteristics will often be good indicators of how customers will use and react to a web site.