Brands want to be more and more efficient when 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 clients and cross more and more 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  Slovenia Phone Number List 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 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 Hubspot study. 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. simple such as geographic 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 us to know the consumer better than ever and that make it possible to obtain much more specific data about how they are and what they want, having a more precise vision 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.

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