A: The best way to understand psychographic segmentation is to learn about its cousins in market segmentation, demographic segmentation, and behavioral segmentation.
Demographic segmentation has to do with certain aspects of a customer’s personality traits, such as gender, age range, and location.
Behavioral segmentation has to do with customer behavior, such as visiting certain content on a website or purchasing certain products.
Psychographic segmentation means deriving insights about somebody’s affinities or preferences, often segmenting based on both demographic and behavioral data points.
For instance, a psychographic segment might be women interested in sports. To create this segment, you take data points like a person’s gender (demographic) and the fact that they visited a sporting goods website (behavioral), and connect this data to form a market segment. Marketers may try to gain specific data points with market research — using things like surveys and focus groups — or they might try to infer things based on other data points that they have available to them.