You can only improve your products or services by knowing your customers better. And for that, you survey them and collect feedback. But to frame the right questions and send surveys to your users, you need to bifurcate your users into segments.

Seems like every marketing process boils down to understanding your customer and their segmentation well, doesn’t it? And the very popular way—a market research consultant relies upon—is to divide them based on demographics.

But demographic information is limiting, and it doesn’t peep into the minds of your users. Once you tap that focal point, you can ace your marketing and market research games. That’s when psychographic segmentation comes into the scene.

What is a Psychographic Test?

If you want to place a new product on the radar of your customers, you need to focus on your user behavior, and psychographic data makes it possible. A psychographic test helps find the users who most likely would buy your offerings.

For instance, you want to analyze what snacking option would sell the most during the premier of a new animated movie. Being a movie meant for kids, you know the most viable age group. Based on the weather of the city, region, and country, you can decide on whether ice creams would sell more or hot munchies. With kids, parents would come, and you can keep options according to their age groups, too. Parents of teenagers won’t be your likely target here.

Based on your users’ mindset and behavior analysis, you would know what flavors of ice creams would hit home. This type of analysis is called psychographic analysis.

Demographic Vs. Psychographic Data

Demographic data like age, gender, location, job type, and family size may not give you complete information. Two female working mothers above 35 living in the same city would probably fall under the same demographic category. And even if their skin type and skin problems are the same, chances are their liking for the fragrances in cosmetics might differ drastically. One might prefer expensive skin creams to fix the acne problem, and another might use herbal-based products.

Preferences for the basic ingredients and previous expenditure would help you place the cream in front of the right users.

Psychographic data goes many levels above your users’ basic information—data that doesn’t delve deep into their minds. When a user makes a buying decision, their liking, disliking, activities, lifestyle, choices based on beliefs, and their personality play a huge role. With a psychographic test, you can tap on all such data.

This is where demographic data is limiting, and psychographic data is revealing.

How to Collect Psychographic Data?

    1. Social Media

Your audience hangs out on all kinds of social media channels, voicing their opinions and views about the products they use. They also express their personality and likings through posts and comments and by engaging with groups, pages, brands, and people. Observing their engagement, interacting with them, and cataloging their responses are some crucial activities you can do and understand them better.

Some points you should care about:

• Know where your users are. If your audience is teenagers and new adults, Instagram is your place. Twitter when your users express themselves boldly on global topics, and LinkedIn if they’re professionals and startups. This can give you a broad idea of where to find your users.
• Know where competition hangs out. This will help you understand what your industry peers are doing that you must not miss. And you’d also find what you can do none of them are doing. Find such gaps and bank on those opportunities.

    2. Surveys

Whether you survey your users through a focus group, a personal interview, or an online survey, before you identify their thoughts about your product, find who your users are. When you collect profile information for the users who earn money through surveys in India and other countries, you might be able to tap into their beliefs at a small level. With the help of prerequisite questions while creating a profile, your users reveal their opinions.

Drilling down on a segment that largely reflects your audience persona is necessary to market your product to the right prospective buyers. For this, asking random open questions that may not relate to your offering helps you gauge your users. This is a vital step when you conduct focused group interviews.

• Open-ended questions allow your users to answer without the boundaries of limited choices. Such questions might collect data you may never think of while designing choice-based surveys.

    3. Websites

Your website is the gold mine for understanding what your user behavior is. The images they browsed, the products they clicked on, and their communication with your helpdesk. Analyze these to know your users better:

• Their cart activities: the products they bought, the products they clicked on, and the products they dumped.
• Their spending helps you understand their willingness to invest their money in your products.
• Locations: From where your users are buying, browsing your website, and the density of users based on an area.

How Opinionest Can Help in Video Surveys?

Knowing your users better is the foundation of segmenting them for surveys. And you can seek help from experts in this tiring and cumbersome activity. As a market research consultant, you can rely upon Opinionest—one of the best panel companies that have been working with multiple brands for years. Should you need assistance in customer segmentation, please contact us here.