Psychological segmentation: reaching the consumer based on why they buy

Brands want to be more and more efficient when it comes to connecting with consumers. They want to know them better and they want to offer them the messages that they really want to hear or see and that will make them really connect with the brand in question. Knowing everything about the consumer has become a crucial point to understand what they are like and what they expect from brands and their products. Therefore, companies accumulate information and more information about their potential customers and cross more and more Cameroon Mobile Database data to create much more effective and accurate profiles. And one of the elements that helps to get to know consumers better and to offer products that are more appropriate to how they are and what they expect is to use psychology. Brands can not only make demographic segmentations or stay with more generic elements, but they can also stay with much more concrete and specific aspects. It is in this context that psychological segmentation is born.

What do brands do when they apply this type of segmentation? Companies focus on studying the personality, interests, attitudes and values ​​of consumers to divide and create consumer messages. Instead of staying with their age or with the place where they live, as is the case with demographic segmentation, here they focus more on what could be seen as what they are or what they feel to be able to offer them much more appropriate messages with what really interests them. The difference between psychological and demographic information is in a clear nuance but that changes things a lot, as explained in a study by Hubspot. In the case of demographics, the information tells brands who their consumers are. In the case of psychological or psychographic segmentation, what is being seen is why that consumer buys. Understanding consumer psychology could require in the past to carry out large studies and large market analyzes, since in the end what we think, feel or believe is not something that is shared on a recurring basis and it is not information that is found in such a way.

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simple data such as geographical location data or the age of consumers. Information is much more difficult to find and much more limited, to begin with. However, the evolution of technological tools and the fact that consumers are increasingly sharing more and more information about themselves has made it much easier than ever to know who they are and what they want to share. Social networks have become allies that allow the consumer to know better than ever and that make it possible to obtain much more specific data about how they are and what they want Brother Cell Phone List, having a more precise view of the issues that can help to make a psychological segmentation. In some social networks, such as Twitter, this data is there for whoever wants to find it, since few users have a closed profile. Personality, key to connecting How can this information about the personality of the consumer help? As explained in an analysis by Social Bro, which has started from the information found on Twitter to establish its analysis on psychological segmentation, the information will allow them to know their audience much better, since it will not only say what they are interested in or how they respond to certain elements but help to anticipate how they will respond to that specific campaign and what their reaction will be.

Personality data also allows to establish predominant traits in each group of consumers and thus establish much more effective strategies to reach them. In this way, marketers can better choose who they are going to target and create much more efficient campaigns when it comes to establishing who they connect with and how it will be done. The example that they position in the analysis is quite good to explain how knowing the consumer’s personality can help establish the best way to connect with him: “If you want to generate visits to a store, you can select users of Twitter that are more likely to redeem coupons, “they explain. That is, the campaign can be directed to those consumers who are more prone to a specific thing. When you know how they think, it is easier to find a service or a product that fits what they want or need.

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To this must be added that having personality and psychological data on the consumer helps to be much more efficient when connecting with them: the final image of the audience is much clearer and much closer to reality. Psychographic information helps to understand what the consumer expects from the brand and what the brand has to do to reach them directly. Sometimes, what the consumer wants is not so much information about the product and its benefits but rather information that reassures them in relation to it. Other times what you expect is a kind of ‘blessing’ to use the product or what you want is for the product to help you feel younger, happier or more confident. Analyzing the psychology of the consumer allows us to understand all these points and makes it possible to rely on the most appropriate to connect with them.

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