Psychographic segmentation is the division of the market into different groups based on the social class, lifestyle, or personality of the consumers. Unlike demographic segmentation, which focuses on who the buyer is, psychographic segmentation focuses on what the buyer is.
This type of segmentation allows marketers to understand the deeper motivations and values of target groups. For example, a brand might target people with a “successful, accomplished lifestyle” or those with an “adventurous, exploratory personality.” Using psychographic data leads to more relevant positioning and messaging.
