What Are Psychographic Surveys?

Sustainability, trust, and innovation are common attitude anchors marketers use to position products. Attitudes are people’s beliefs, judgments, and priorities about topics, brands, and experiences. Personality captures the enduring traits that shape how people think, feel, and decide.

When you need to dig deeper into why people buy, or when survey results raise new questions, qualitative research adds the human context that quantitative data can’t capture. Psychographic segmentation explains why Harley-Davidson resonates with people who value freedom, individuality, and community. Psychographic segmentation highlights the motivations—mastery, performance, identity—that BMW leverages. A streaming platform, for instance, can align recommendations with interests like wellness or true crime; a fitness brand might tailor programs to users who value community over competition.

Take a look at our customer story to find out how ScottsMiracle-Gro achieved an 11 x campaign lift, and more than doubled buy actions, by scaling three key audience segments in its digital marketing campaign. Understanding the difference in psychographics vs demographics vs behavioral segmentation is a crucial piece of this puzzle. And, if you liked what you read and think it might help other marketers, feel free to share it around! It’ll give you a good introduction to how we are able to help you collect psychographic data from your audience – safely and with their permission. Harness the insights from this market segmentation and you’ll see tangible improvements in your marketing results.

Disinformation And Polarization As Strategic Weapons

A software company, for instance, might realize that driving home the importance they place in data privacy regulations will bring in more conversions. These are the main ways that you can create psychographic profiles with the tools you already have at your disposal. Given that 58% of people use social media globally (Datareportal), and how much information they’re happy to give out, there is an abundance of information to be had! Surveys are a fantastic way to gather more in-depth psychographic data about your audience. Equipped with this information, you will have a better idea of what to focus your marketing campaigns on.

They want the state-of-the-art features (like autonomous driving functionality and voice-activated controls5), plus indulgent interior trim options one would expect from Mercedes-Benz, Lexus, and other luxury automotive brands. Gen Zers, for instance, spend, on average, 147 days researching and shopping for vehicles and 89% conduct the research online using third-party websites (i.e., Car and Driver, Consumer Reports) or social media (i.e., The Car Mom, Reviews on Reddit). Younger buyers are also research-oriented, starting their research online first versus visiting a dealership in person. For example, younger buyers —those born roughly between 1981 and the early 2010s, aka Millennials and Gen Z — shop for cars differently and prioritize different car features than older generations. Knowing these buyers' motivations will enable your sales team to find vehicles that fit their lifestyle and budget. With a sound audience segmentation strategy, your brand can get your products in front of the right audiences at the right time.

GuidesMarket researchHow to use psychographics to understand your audience Learn how to identify your business’s target market to shape your product and marketing strategy around it. Ready to discover more about the people buying your products? You can also get valuable data about key segments on X with the Audience Intelligence app. And unlike focus groups, it doesn’t cost a fortune to access. Which feature imagery of people out hiking and walking.

For retargeting and segmentation playbooks, the combination of CAPI-backed Custom Audiences with creative segmentation angles remains the highest-performing audience segmentation structure in 2026. The practical question about audience segmentation isn't "should I segment?" — it's "where should the segmentation logic live?" When a single advertiser runs three or more distinct creative narratives simultaneously — different hooks, different visual approaches, different messaging angles — that's deliberate creative segmentation, not coincidence. If you run three distinct creative angles, the algorithm effectively does your psychographic segmentation for you.

For example, buyers often withhold critical information from salespeople and relate price as a critical aspect of their decision as a negotiation tactic. Speak with these teams and ask them questions to uncover psychographic characteristics about your audience. Their hefty expense may make them unattainable for those who want to collect psychographic data on a budget.

This iterative approach allows you to refine your messaging and optimize your campaigns based on real-time feedback and performance metrics. Social media platforms are another way, as they provide a wealth of information about consumer interests, behaviors, and preferences. When you closely look at non-verbal cues, social interactions, and environmental influences, you’ll discover authentic information about body language, facial expressions, and psychographic social dynamics. And for the busy professionals, you can focus on the space-saving and time-saving benefits of your equipment, showcasing its ability to deliver effective workouts in limited time and space.

• Apply your psychographic data to identify why people fail to convert or drop off at particular points in the sales funnel.
• Use Pipedrive’s custom fields to organize your psychographic insights.
• Understanding your customers in psychographic terms isn't just about personalisation and segmentation — it's about getting inside your customers’ heads and speaking to their hearts.

B2B segmentation shapes content, marketing and sales strategy by aligning messaging to audience needs. When a complete profile of a person or psychographic make-up is constructed, this is called a “psychographic profile” which is often illustrated in an amalgamation of pictures and words to characterise their values, attitudes and beliefs. At a broader national level, UK psychographics could be seen as an equivalent to the concept of “culture”.

Even then, there was an understanding that demographic data alone did not provide marketers with the insights they needed to help consumers connect with the right products and services. When used effectively, psychographic profiling gives digital marketers unprecedented insight into consumer buying habits. Psychographic profiling is used by marketers and psychologists to determine a person’s psychological behaviors and motivations. While mind-reading may be firmly in the realm of science fiction, marketers have a pretty reasonable substitute, and that’s psychographics.‘Psycho-what-now? That includes psychographics, and “really powerful analytics and automated technology,” and “AI-driven systems that can be used for misinformation on a massive scale.” Psychometric segmentation accounts for an individual’s unique values, motivations, priorities, lifestyle, personality, and beliefs as well as behavioral change.