[{"data":1,"prerenderedAt":1816},["ShallowReactive",2],{"insight-psychographic-segmentation":3},{"page":4,"related":1753,"index":1814},{"id":5,"published":6,"lastPublished":6,"title":7,"slug":8,"thumbnail":9,"date":27,"author":28,"categories":35,"contributors":40,"content":41,"thumbnailStyle":1532,"schemaTypes":1746,"schemaCustom":1747,"faqs":1532,"seo":1748},"HrWAwYhaSs2Zy3zpYb8Vhw","2026-07-29T20:12:57+01:00","What Is Psychographic Segmentation? How to Turn Audience Insight Into Better Creative","psychographic-segmentation",{"alt":10,"title":11,"focalPoint":12,"width":14,"height":15,"thumbnail":16,"small":17,"medium":18,"responsiveImage":19},"Woman running outdoors beside a profile interface showing motivations, interests, values, and lifestyle traits used in psychographic segmentation.","Psychographic Segmentation for Audience Personas",{"x":13,"y":13},0.5,1672,941,"https://www.datocms-assets.com/151374/1785351657-chatgpt-image-jul-22-2026-02_22_30-pm.png?auto=format&fit=max&h=600&q=85&w=600","https://www.datocms-assets.com/151374/1785351657-chatgpt-image-jul-22-2026-02_22_30-pm.png?auto=format&fit=max&h=1000&q=85&w=1000","https://www.datocms-assets.com/151374/1785351657-chatgpt-image-jul-22-2026-02_22_30-pm.png?auto=format&fit=max&h=1500&q=85&w=1500",{"srcSet":20,"webpSrcSet":21,"sizes":22,"src":23,"width":14,"height":15,"aspectRatio":24,"alt":10,"title":11,"base64":25,"bgColor":26},"https://www.datocms-assets.com/151374/1785351657-chatgpt-image-jul-22-2026-02_22_30-pm.png?auto=format&dpr=0.25&fit=max&h=2440&q=85&w=2440 418w,https://www.datocms-assets.com/151374/1785351657-chatgpt-image-jul-22-2026-02_22_30-pm.png?auto=format&dpr=0.5&fit=max&h=2440&q=85&w=2440 836w,https://www.datocms-assets.com/151374/1785351657-chatgpt-image-jul-22-2026-02_22_30-pm.png?auto=format&dpr=0.75&fit=max&h=2440&q=85&w=2440 1254w,https://www.datocms-assets.com/151374/1785351657-chatgpt-image-jul-22-2026-02_22_30-pm.png?auto=format&fit=max&h=2440&q=85&w=2440 1672w","","(max-width: 1672px) 100vw, 1672px","https://www.datocms-assets.com/151374/1785351657-chatgpt-image-jul-22-2026-02_22_30-pm.png?auto=format&fit=max&h=2440&q=85&w=2440",1.7768331562167907,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgSFhULDhYUDA0NDhUNFhEOFxUZGBYTFhUmHysjGh0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OEBAQEC8oFh0vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAYAAACAwAAAAAAAAAAAAAAAAAABAIFB//EABsQAAIDAQEBAAAAAAAAAAAAAAIDAAEEEQUh/8QAFgEAAwAAAAAAAAAAAAAAAAAAAAID/8QAFBEBAAAAAAAAAAAAAAAAAAAAAP/aAAwDAQACEQMRAD8A1nVoWhdyuV6VGfI/rxAwPtxVHlrEu9kjHlPqxhJDnER5UIB//9k=","#bf6d4e","2026-07-29",{"id":29,"slug":30,"name":31,"photo":32,"role":34},"Hs_lX0oATXio0yEnHQx7Og","shayla-crowder","Shayla Crowder",{"src":33},"https://www.datocms-assets.com/151374/1779306598-vp-headshots-3.png?auto=format&fit=max&h=300&q=85&w=300","Senior Marketing Manager",[36],{"id":37,"slug":38,"title":39},"aT5WZkzBThi7G44UKMdxUA","content-creative","Content & Creative",[],{"value":42,"blocks":1509},{"schema":43,"document":44},"dast",{"type":45,"children":46},"root",[47,53,57,61,65,69,77,81,85,132,136,140,160,164,168,173,177,239,243,247,285,289,298,301,303,308,312,314,318,322,326,331,335,397,401,406,410,416,420,424,474,478,483,487,491,495,500,504,508,546,550,555,559,563,601,605,610,614,618,622,626,630,634,638,700,707,709,714,718,722,724,728,732,737,741,745,811,815,819,824,828,833,837,841,846,850,854,897,901,905,909,914,918,923,927,977,981,986,990,1034,1038,1043,1047,1091,1096,1100,1104,1108,1112,1117,1121,1178,1182,1187,1191,1195,1239,1243,1247,1251,1256,1260,1264,1268,1306,1310,1314,1319,1324,1328,1333,1337,1342,1346,1350,1355,1359,1363,1368,1372,1376,1381,1385,1389,1394,1398,1402,1470,1474,1479,1483,1487,1491,1495,1499,1507],{"type":48,"children":49},"paragraph",[50],{"type":51,"value":52},"span","Most brands know the age, location, income, and purchasing history of their customers.",{"type":48,"children":54},[55],{"type":51,"value":56},"Far fewer understand what those customers are trying to accomplish, what they believe, what stops them from buying, or why two people with similar demographic profiles respond to completely different messages.",{"type":48,"children":58},[59],{"type":51,"value":60},"That gap matters because demographic data can describe an audience without giving a creative team much direction about what to make.",{"type":48,"children":62},[63],{"type":51,"value":64},"Across more than 100 conversations with brands in 2026, New Engen found that many creative challenges began upstream. Teams were being asked to produce more content for more channels without a shared, specific understanding of the motivations each concept needed to address.",{"type":48,"children":66},[67],{"type":51,"value":68},"Psychographic segmentation helps close that gap. It groups customers around the values, motivations, attitudes, needs, and identities that influence their decisions. When combined with behavioral data, those insights can shape creative concepts, creator selection, media activation, and testing priorities.",{"type":70,"level":71,"children":72},"heading",2,[73],{"type":51,"marks":74,"value":76},[75],"strong","Why Aren’t Demographic Personas Improving Creative?",{"type":48,"children":78},[79],{"type":51,"value":80},"Demographic personas often fail to improve creative because they describe who may belong in an audience without explaining why those customers would care, hesitate, or act.",{"type":48,"children":82},[83],{"type":51,"value":84},"Age, income, location, and household composition provide useful context. But they do not necessarily tell a creative team:",{"type":86,"style":87,"children":88},"list","bulleted",[89,96,102,108,114,120,126],{"type":90,"children":91},"listItem",[92],{"type":48,"children":93},[94],{"type":51,"value":95},"Which problem to dramatize",{"type":90,"children":97},[98],{"type":48,"children":99},[100],{"type":51,"value":101},"Which benefit to emphasize",{"type":90,"children":103},[104],{"type":48,"children":105},[106],{"type":51,"value":107},"What objection to address",{"type":90,"children":109},[110],{"type":48,"children":111},[112],{"type":51,"value":113},"What proof the customer needs",{"type":90,"children":115},[116],{"type":48,"children":117},[118],{"type":51,"value":119},"Which tone will feel credible",{"type":90,"children":121},[122],{"type":48,"children":123},[124],{"type":51,"value":125},"Which creator should tell the story",{"type":90,"children":127},[128],{"type":48,"children":129},[130],{"type":51,"value":131},"What the team should test",{"type":48,"children":133},[134],{"type":51,"value":135},"Two customers with similar demographic profiles may purchase the same product for completely different reasons.",{"type":48,"children":137},[138],{"type":51,"value":139},"Consider three customers who buy the same running shoe:",{"type":86,"style":87,"children":141},[142,148,154],{"type":90,"children":143},[144],{"type":48,"children":145},[146],{"type":51,"value":147},"One wants to improve race performance.",{"type":90,"children":149},[150],{"type":48,"children":151},[152],{"type":51,"value":153},"One prioritizes comfort and injury prevention.",{"type":90,"children":155},[156],{"type":48,"children":157},[158],{"type":51,"value":159},"One sees running as part of a social identity.",{"type":48,"children":161},[162],{"type":51,"value":163},"The purchase behavior may look similar, but each motivation can support a different message, creator, visual world, and creative concept.",{"type":48,"children":165},[166],{"type":51,"value":167},"Psychographic segmentation adds the motivations, values, beliefs, identities, aspirations, and anxieties that turn an audience description into creative direction.",{"type":70,"level":71,"children":169},[170],{"type":51,"marks":171,"value":172},[75],"What Is Psychographic Segmentation?",{"type":48,"children":174},[175],{"type":51,"value":176},"Psychographic segmentation is the practice of dividing an audience into groups based on shared psychological characteristics, including:",{"type":86,"style":87,"children":178},[179,185,191,197,203,209,215,221,227,233],{"type":90,"children":180},[181],{"type":48,"children":182},[183],{"type":51,"value":184},"Values",{"type":90,"children":186},[187],{"type":48,"children":188},[189],{"type":51,"value":190},"Motivations",{"type":90,"children":192},[193],{"type":48,"children":194},[195],{"type":51,"value":196},"Attitudes",{"type":90,"children":198},[199],{"type":48,"children":200},[201],{"type":51,"value":202},"Beliefs",{"type":90,"children":204},[205],{"type":48,"children":206},[207],{"type":51,"value":208},"Interests",{"type":90,"children":210},[211],{"type":48,"children":212},[213],{"type":51,"value":214},"Lifestyles",{"type":90,"children":216},[217],{"type":48,"children":218},[219],{"type":51,"value":220},"Identities",{"type":90,"children":222},[223],{"type":48,"children":224},[225],{"type":51,"value":226},"Aspirations",{"type":90,"children":228},[229],{"type":48,"children":230},[231],{"type":51,"value":232},"Objections",{"type":90,"children":234},[235],{"type":48,"children":236},[237],{"type":51,"value":238},"Anxieties",{"type":48,"children":240},[241],{"type":51,"value":242},"It helps marketers understand why customers may care and what could influence their decisions.",{"type":48,"children":244},[245],{"type":51,"value":246},"At New Engen, we view psychographic segmentation as more than a research exercise. Its value lies in whether it changes a marketing decision:",{"type":86,"style":87,"children":248},[249,255,261,267,273,279],{"type":90,"children":250},[251],{"type":48,"children":252},[253],{"type":51,"value":254},"What should the brand say?",{"type":90,"children":256},[257],{"type":48,"children":258},[259],{"type":51,"value":260},"Which customer motivation should a concept explore?",{"type":90,"children":262},[263],{"type":48,"children":264},[265],{"type":51,"value":266},"What objection needs to be addressed?",{"type":90,"children":268},[269],{"type":48,"children":270},[271],{"type":51,"value":272},"Which creator can tell the story credibly?",{"type":90,"children":274},[275],{"type":48,"children":276},[277],{"type":51,"value":278},"Where should the content run?",{"type":90,"children":280},[281],{"type":48,"children":282},[283],{"type":51,"value":284},"What should the team test next?",{"type":48,"children":286},[287],{"type":51,"value":288},"If a segment does not influence any of those decisions, it may describe the audience without making the marketing more useful.",{"type":48,"children":290},[291,293,296],{"type":51,"value":292},"New Engen’s ",{"type":51,"marks":294,"value":295},[75],"2026 Growth Playbook",{"type":51,"value":297}," explains how audience understanding connects with creative, media, experimentation, and measurement in a creative-led growth system.",{"item":299,"type":300},"AkqwIp_LTIy--2T1AW5z-g","block",{"item":302,"type":300},"Ao4gVn4YShmoPvC0VoKP4Q",{"type":70,"level":71,"children":304},[305],{"type":51,"marks":306,"value":307},[75],"What Is the Difference Between Demographic, Psychographic and Behavioral Segmentation?",{"type":48,"children":309},[310],{"type":51,"value":311},"Demographic, psychographic, and behavioral segmentation answer different questions about an audience.",{"item":313,"type":300},"C1QgXD7NSuCE7NAUki2iIw",{"type":48,"children":315},[316],{"type":51,"value":317},"Brands should not choose one method and disregard the others.",{"type":48,"children":319},[320],{"type":51,"value":321},"Demographics establish context. Psychographics suggest why someone may act. Behavioral data shows what customers actually do.",{"type":48,"children":323},[324],{"type":51,"value":325},"Together, they provide a stronger foundation for customer personas and creative strategy.",{"type":70,"level":71,"children":327},[328],{"type":51,"marks":329,"value":330},[75],"When Should a Brand Use Psychographic Segmentation?",{"type":48,"children":332},[333],{"type":51,"value":334},"A brand should consider psychographic segmentation when:",{"type":86,"style":87,"children":336},[337,343,349,355,361,367,373,379,385,391],{"type":90,"children":338},[339],{"type":48,"children":340},[341],{"type":51,"value":342},"Customer personas are too broad to guide creative",{"type":90,"children":344},[345],{"type":48,"children":346},[347],{"type":51,"value":348},"Campaign messages sound generic or repetitive",{"type":90,"children":350},[351],{"type":48,"children":352},[353],{"type":51,"value":354},"One product serves several distinct motivations",{"type":90,"children":356},[357],{"type":48,"children":358},[359],{"type":51,"value":360},"The brand wants to reach a new audience",{"type":90,"children":362},[363],{"type":48,"children":364},[365],{"type":51,"value":366},"Creator selection lacks a clear audience rationale",{"type":90,"children":368},[369],{"type":48,"children":370},[371],{"type":51,"value":372},"Performance has plateaued despite continued asset production",{"type":90,"children":374},[375],{"type":48,"children":376},[377],{"type":51,"value":378},"Demographic characteristics do not explain differences in response",{"type":90,"children":380},[381],{"type":48,"children":382},[383],{"type":51,"value":384},"Customer research is not influencing creative briefs",{"type":90,"children":386},[387],{"type":48,"children":388},[389],{"type":51,"value":390},"The brand needs to differentiate beyond product features",{"type":90,"children":392},[393],{"type":48,"children":394},[395],{"type":51,"value":396},"Automated targeting has shifted more audience strategy into creative",{"type":48,"children":398},[399],{"type":51,"value":400},"Psychographic segmentation is particularly valuable when the organization knows who buys but cannot explain why one message works better than another.",{"type":70,"level":71,"children":402},[403],{"type":51,"marks":404,"value":405},[75],"Which Psychographic Variables Matter Most?",{"type":48,"children":407},[408],{"type":51,"value":409},"Not every personal characteristic belongs in a marketing segment. Focus on variables that could change a decision.",{"type":70,"level":411,"children":412},3,[413],{"type":51,"marks":414,"value":415},[75],"Motivations and need states",{"type":48,"children":417},[418],{"type":51,"value":419},"Motivations describe what the customer is trying to achieve or avoid.",{"type":48,"children":421},[422],{"type":51,"value":423},"Examples include:",{"type":86,"style":87,"children":425},[426,432,438,444,450,456,462,468],{"type":90,"children":427},[428],{"type":48,"children":429},[430],{"type":51,"value":431},"Saving time",{"type":90,"children":433},[434],{"type":48,"children":435},[436],{"type":51,"value":437},"Feeling confident",{"type":90,"children":439},[440],{"type":48,"children":441},[442],{"type":51,"value":443},"Improving performance",{"type":90,"children":445},[446],{"type":48,"children":447},[448],{"type":51,"value":449},"Reducing risk",{"type":90,"children":451},[452],{"type":48,"children":453},[454],{"type":51,"value":455},"Belonging to a community",{"type":90,"children":457},[458],{"type":48,"children":459},[460],{"type":51,"value":461},"Expressing an identity",{"type":90,"children":463},[464],{"type":48,"children":465},[466],{"type":51,"value":467},"Simplifying a routine",{"type":90,"children":469},[470],{"type":48,"children":471},[472],{"type":51,"value":473},"Caring for someone else",{"type":48,"children":475},[476],{"type":51,"value":477},"Motivations can become the central tension or promise behind a creative concept.",{"type":70,"level":411,"children":479},[480],{"type":51,"marks":481,"value":482},[75],"Values and beliefs",{"type":48,"children":484},[485],{"type":51,"value":486},"Values are the principles customers use to evaluate choices. Beliefs shape how they interpret a product, category, or claim.",{"type":48,"children":488},[489],{"type":51,"value":490},"A customer may prioritize sustainability, convenience, independence, security, craftsmanship, or self-expression. They may believe premium products are worth the price or approach advertising claims with skepticism.",{"type":48,"children":492},[493],{"type":51,"value":494},"Those differences affect which messages resonate and what evidence customers require.",{"type":70,"level":411,"children":496},[497],{"type":51,"marks":498,"value":499},[75],"Identity and aspirations",{"type":48,"children":501},[502],{"type":51,"value":503},"Identity describes how customers see themselves. Aspirations describe who they want to become.",{"type":48,"children":505},[506],{"type":51,"value":507},"A customer may identify as:",{"type":86,"style":87,"children":509},[510,516,522,528,534,540],{"type":90,"children":511},[512],{"type":48,"children":513},[514],{"type":51,"value":515},"A serious athlete",{"type":90,"children":517},[518],{"type":48,"children":519},[520],{"type":51,"value":521},"A hands-on parent",{"type":90,"children":523},[524],{"type":48,"children":525},[526],{"type":51,"value":527},"An early adopter",{"type":90,"children":529},[530],{"type":48,"children":531},[532],{"type":51,"value":533},"A conscious consumer",{"type":90,"children":535},[536],{"type":48,"children":537},[538],{"type":51,"value":539},"A practical problem-solver",{"type":90,"children":541},[542],{"type":48,"children":543},[544],{"type":51,"value":545},"A value-conscious shopper",{"type":48,"children":547},[548],{"type":51,"value":549},"Identity-driven creative can be powerful because the product becomes part of how customers understand or express themselves.",{"type":70,"level":411,"children":551},[552],{"type":51,"marks":553,"value":554},[75],"Objections and anxieties",{"type":48,"children":556},[557],{"type":51,"value":558},"Understanding why someone hesitates can be as valuable as understanding why they buy.",{"type":48,"children":560},[561],{"type":51,"value":562},"Common objections include:",{"type":86,"style":87,"children":564},[565,571,577,583,589,595],{"type":90,"children":566},[567],{"type":48,"children":568},[569],{"type":51,"value":570},"The price feels too high.",{"type":90,"children":572},[573],{"type":48,"children":574},[575],{"type":51,"value":576},"The product seems difficult to use.",{"type":90,"children":578},[579],{"type":48,"children":580},[581],{"type":51,"value":582},"The claim sounds exaggerated.",{"type":90,"children":584},[585],{"type":48,"children":586},[587],{"type":51,"value":588},"Switching feels risky.",{"type":90,"children":590},[591],{"type":48,"children":592},[593],{"type":51,"value":594},"The customer does not understand the difference.",{"type":90,"children":596},[597],{"type":48,"children":598},[599],{"type":51,"value":600},"The solution does not feel designed for someone like them.",{"type":48,"children":602},[603],{"type":51,"value":604},"These insights can directly inform demonstrations, comparisons, testimonials, creator briefs, and educational content.",{"type":70,"level":71,"children":606},[607],{"type":51,"marks":608,"value":609},[75],"How Do You Turn Customer Motivations Into Better Creative?",{"type":48,"children":611},[612],{"type":51,"value":613},"Psychographic segmentation improves creative by translating customer motivations, beliefs, and objections into specific communication decisions.",{"type":48,"children":615},[616],{"type":51,"value":617},"Compare:",{"type":48,"children":619},[620],{"type":51,"value":621},"Women ages 25 to 44 who purchase premium skincare products.",{"type":48,"children":623},[624],{"type":51,"value":625},"With:",{"type":48,"children":627},[628],{"type":51,"value":629},"Skincare customers who feel overwhelmed by complicated routines and want a small number of credible, evidence-backed products they can trust.",{"type":48,"children":631},[632],{"type":51,"value":633},"The first definition tells a media team who may belong in the audience. The second gives a creative team a problem to solve.",{"type":48,"children":635},[636],{"type":51,"value":637},"It can influence:",{"type":86,"style":87,"children":639},[640,646,652,658,664,670,676,682,688,694],{"type":90,"children":641},[642],{"type":48,"children":643},[644],{"type":51,"value":645},"The central message",{"type":90,"children":647},[648],{"type":48,"children":649},[650],{"type":51,"value":651},"The product benefit emphasized",{"type":90,"children":653},[654],{"type":48,"children":655},[656],{"type":51,"value":657},"The tone of voice",{"type":90,"children":659},[660],{"type":48,"children":661},[662],{"type":51,"value":663},"The visual setting",{"type":90,"children":665},[666],{"type":48,"children":667},[668],{"type":51,"value":669},"The type of proof",{"type":90,"children":671},[672],{"type":48,"children":673},[674],{"type":51,"value":675},"The creator or spokesperson",{"type":90,"children":677},[678],{"type":48,"children":679},[680],{"type":51,"value":681},"The objection addressed",{"type":90,"children":683},[684],{"type":48,"children":685},[686],{"type":51,"value":687},"The call to action",{"type":90,"children":689},[690],{"type":48,"children":691},[692],{"type":51,"value":693},"The channel and format",{"type":90,"children":695},[696],{"type":48,"children":697},[698],{"type":51,"value":699},"The hypothesis being tested",{"type":48,"children":701},[702,705],{"type":51,"marks":703,"value":704},[75],"New Engen’s perspective:",{"type":51,"value":706}," A useful customer persona should prescribe what to make, not merely describe who the customer is.",{"item":708,"type":300},"JyTaRHoiS6WkqkQsHOG9xg",{"type":70,"level":71,"children":710},[711],{"type":51,"marks":712,"value":713},[75],"How Can One Product Support Different Psychographic Segments?",{"type":48,"children":715},[716],{"type":51,"value":717},"The same product can serve several motivations.",{"type":48,"children":719},[720],{"type":51,"value":721},"Consider a meal-delivery service.",{"item":723,"type":300},"fAhQWMV-QeuGU0jWytvoHA",{"type":48,"children":725},[726],{"type":51,"value":727},"A generic campaign may attempt to communicate convenience, health, variety, and taste in one asset.",{"type":48,"children":729},[730],{"type":51,"value":731},"A psychographic creative strategy separates those motivations into distinct concepts. Each concept gives the audience a clearer message and the marketing team a clearer hypothesis to test.",{"type":70,"level":71,"children":733},[734],{"type":51,"marks":735,"value":736},[75],"What Makes a Customer Persona Actionable?",{"type":48,"children":738},[739],{"type":51,"value":740},"An audience segment is a group of customers who share relevant characteristics. A customer persona translates that segment into something teams can use.",{"type":48,"children":742},[743],{"type":51,"value":744},"An actionable persona may include:",{"type":86,"style":87,"children":746},[747,753,759,765,770,775,781,787,793,799,805],{"type":90,"children":748},[749],{"type":48,"children":750},[751],{"type":51,"value":752},"Core need state",{"type":90,"children":754},[755],{"type":48,"children":756},[757],{"type":51,"value":758},"Primary motivations",{"type":90,"children":760},[761],{"type":48,"children":762},[763],{"type":51,"value":764},"Goals",{"type":90,"children":766},[767],{"type":48,"children":768},[769],{"type":51,"value":232},{"type":90,"children":771},[772],{"type":48,"children":773},[774],{"type":51,"value":184},{"type":90,"children":776},[777],{"type":48,"children":778},[779],{"type":51,"value":780},"Category attitudes",{"type":90,"children":782},[783],{"type":48,"children":784},[785],{"type":51,"value":786},"Purchase behaviors",{"type":90,"children":788},[789],{"type":48,"children":790},[791],{"type":51,"value":792},"Trusted sources",{"type":90,"children":794},[795],{"type":48,"children":796},[797],{"type":51,"value":798},"Preferred language",{"type":90,"children":800},[801],{"type":48,"children":802},[803],{"type":51,"value":804},"Relevant channels",{"type":90,"children":806},[807],{"type":48,"children":808},[809],{"type":51,"value":810},"Creative implications",{"type":48,"children":812},[813],{"type":51,"value":814},"A persona becomes less useful when it is filled with decorative details that do not affect a decision. 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It requires several forms of evidence.",{"type":70,"level":411,"children":919},[920],{"type":51,"marks":921,"value":922},[75],"First-party data",{"type":48,"children":924},[925],{"type":51,"value":926},"Useful sources include:",{"type":86,"style":87,"children":928},[929,935,941,947,953,959,965,971],{"type":90,"children":930},[931],{"type":48,"children":932},[933],{"type":51,"value":934},"CRM records",{"type":90,"children":936},[937],{"type":48,"children":938},[939],{"type":51,"value":940},"Purchase history",{"type":90,"children":942},[943],{"type":48,"children":944},[945],{"type":51,"value":946},"Loyalty data",{"type":90,"children":948},[949],{"type":48,"children":950},[951],{"type":51,"value":952},"Customer-service records",{"type":90,"children":954},[955],{"type":48,"children":956},[957],{"type":51,"value":958},"Product reviews",{"type":90,"children":960},[961],{"type":48,"children":962},[963],{"type":51,"value":964},"Post-purchase surveys",{"type":90,"children":966},[967],{"type":48,"children":968},[969],{"type":51,"value":970},"Search and website behavior",{"type":90,"children":972},[973],{"type":48,"children":974},[975],{"type":51,"value":976},"Returns and cancellation reasons",{"type":48,"children":978},[979],{"type":51,"value":980},"Behavioral patterns can identify valuable groups. Qualitative feedback can help explain why those patterns exist.",{"type":70,"level":411,"children":982},[983],{"type":51,"marks":984,"value":985},[75],"Customer interviews and surveys",{"type":48,"children":987},[988],{"type":51,"value":989},"Useful interview questions include:",{"type":86,"style":87,"children":991},[992,998,1004,1010,1016,1022,1028],{"type":90,"children":993},[994],{"type":48,"children":995},[996],{"type":51,"value":997},"What was happening when you first looked for this product?",{"type":90,"children":999},[1000],{"type":48,"children":1001},[1002],{"type":51,"value":1003},"What were you trying to change or accomplish?",{"type":90,"children":1005},[1006],{"type":48,"children":1007},[1008],{"type":51,"value":1009},"What alternatives did you consider?",{"type":90,"children":1011},[1012],{"type":48,"children":1013},[1014],{"type":51,"value":1015},"What made you hesitate?",{"type":90,"children":1017},[1018],{"type":48,"children":1019},[1020],{"type":51,"value":1021},"What ultimately convinced you?",{"type":90,"children":1023},[1024],{"type":48,"children":1025},[1026],{"type":51,"value":1027},"How would you describe the product to someone else?",{"type":90,"children":1029},[1030],{"type":48,"children":1031},[1032],{"type":51,"value":1033},"Where do you go for advice?",{"type":48,"children":1035},[1036],{"type":51,"value":1037},"Surveys can then test whether those motivations appear across a larger audience.",{"type":70,"level":411,"children":1039},[1040],{"type":51,"marks":1041,"value":1042},[75],"Social listening",{"type":48,"children":1044},[1045],{"type":51,"value":1046},"Reviews, social platforms, forums, and online communities can reveal:",{"type":86,"style":87,"children":1048},[1049,1055,1061,1067,1073,1079,1085],{"type":90,"children":1050},[1051],{"type":48,"children":1052},[1053],{"type":51,"value":1054},"Common language",{"type":90,"children":1056},[1057],{"type":48,"children":1058},[1059],{"type":51,"value":1060},"Emerging use cases",{"type":90,"children":1062},[1063],{"type":48,"children":1064},[1065],{"type":51,"value":1066},"Recurring frustrations",{"type":90,"children":1068},[1069],{"type":48,"children":1070},[1071],{"type":51,"value":1072},"Misconceptions",{"type":90,"children":1074},[1075],{"type":48,"children":1076},[1077],{"type":51,"value":1078},"Cultural tensions",{"type":90,"children":1080},[1081],{"type":48,"children":1082},[1083],{"type":51,"value":1084},"Trusted voices",{"type":90,"children":1086},[1087],{"type":48,"children":1088},[1089],{"type":51,"value":1090},"Customer workarounds",{"type":70,"level":411,"children":1092},[1093],{"type":51,"marks":1094,"value":1095},[75],"Direct customer and frontline contact",{"type":48,"children":1097},[1098],{"type":51,"value":1099},"Customer understanding should not be confined to dashboards.",{"type":48,"children":1101},[1102],{"type":51,"value":1103},"For Goodwin, direct contact includes using the product, visiting stores, interviewing customers, and speaking with store associates or frontline employees.",{"type":48,"children":1105},[1106],{"type":51,"value":1107},"“You have to talk about this as a group, on a cadence,” he says. “This can’t be a once-a-year thing, and it can’t be assumed.”",{"type":48,"children":1109},[1110],{"type":51,"value":1111},"Frontline teams often hear objections and customer language that never appear in formal reporting.",{"type":70,"level":71,"children":1113},[1114],{"type":51,"marks":1115,"value":1116},[75],"How Do You Build Psychographic Segments?",{"type":48,"children":1118},[1119],{"type":51,"value":1120},"A practical process includes six steps:",{"type":86,"style":1122,"children":1123},"numbered",[1124,1133,1142,1151,1160,1169],{"type":90,"children":1125},[1126],{"type":48,"children":1127},[1128,1131],{"type":51,"marks":1129,"value":1130},[75],"Start with a decision.",{"type":51,"value":1132}," Define whether the segmentation needs to improve creative concepts, creator selection, positioning, retention, or another business priority.",{"type":90,"children":1134},[1135],{"type":48,"children":1136},[1137,1140],{"type":51,"marks":1138,"value":1139},[75],"Combine evidence.",{"type":51,"value":1141}," Use first-party data, customer research, social listening, frontline input, and third-party research.",{"type":90,"children":1143},[1144],{"type":48,"children":1145},[1146,1149],{"type":51,"marks":1147,"value":1148},[75],"Identify meaningful patterns.",{"type":51,"value":1150}," Look for repeated need states, motivations, objections, values, triggers, and sources of trust.",{"type":90,"children":1152},[1153],{"type":48,"children":1154},[1155,1158],{"type":51,"marks":1156,"value":1157},[75],"Validate the segments.",{"type":51,"value":1159}," Test whether the proposed patterns exist beyond a few memorable interviews.",{"type":90,"children":1161},[1162],{"type":48,"children":1163},[1164,1167],{"type":51,"marks":1165,"value":1166},[75],"Translate each segment into creative direction.",{"type":51,"value":1168}," Define the message, proof, tone, creator, visual world, and hypothesis.",{"type":90,"children":1170},[1171],{"type":48,"children":1172},[1173,1176],{"type":51,"marks":1174,"value":1175},[75],"Update the model through performance learning.",{"type":51,"value":1177}," Use creative and media results to refine what the organization believes about its audience.",{"type":48,"children":1179},[1180],{"type":51,"value":1181},"Psychographic segments should produce testable hypotheses, not stereotypes presented as facts.",{"type":70,"level":71,"children":1183},[1184],{"type":51,"marks":1185,"value":1186},[75],"How Can Psychographic Segmentation Improve Creator Selection?",{"type":48,"children":1188},[1189],{"type":51,"value":1190},"Creator selection often begins with category, follower count, audience demographics, and engagement rate. Those criteria do not fully explain whether someone is right for the story a brand needs to tell.",{"type":48,"children":1192},[1193],{"type":51,"value":1194},"Psychographic fit considers:",{"type":86,"style":87,"children":1196},[1197,1203,1209,1215,1221,1227,1233],{"type":90,"children":1198},[1199],{"type":48,"children":1200},[1201],{"type":51,"value":1202},"What the creator represents to the audience",{"type":90,"children":1204},[1205],{"type":48,"children":1206},[1207],{"type":51,"value":1208},"Which motivations they can address credibly",{"type":90,"children":1210},[1211],{"type":48,"children":1212},[1213],{"type":51,"value":1214},"Their narrative strengths",{"type":90,"children":1216},[1217],{"type":48,"children":1218},[1219],{"type":51,"value":1220},"Their tone and visual style",{"type":90,"children":1222},[1223],{"type":48,"children":1224},[1225],{"type":51,"value":1226},"The communities that trust them",{"type":90,"children":1228},[1229],{"type":48,"children":1230},[1231],{"type":51,"value":1232},"The experiences they can draw from",{"type":90,"children":1234},[1235],{"type":48,"children":1236},[1237],{"type":51,"value":1238},"Whether the product fits naturally into their life",{"type":48,"children":1240},[1241],{"type":51,"value":1242},"One creator may be credible when discussing performance and technical features. Another may be better suited to identity, humor, convenience, or emotional storytelling.",{"type":48,"children":1244},[1245],{"type":51,"value":1246},"Ashley Foster, Creative Partnership Lead at Meta, recommends giving creators a “tight brief and a long leash.” The brand should be precise about the audience, objective, and nonnegotiables while leaving the creator room to interpret the idea naturally.",{"type":48,"children":1248},[1249],{"type":51,"value":1250},"The goal is to match the creator with the audience motivation and creative angle, not simply the product category.",{"type":70,"level":71,"children":1252},[1253],{"type":51,"marks":1254,"value":1255},[75],"Does Audience Strategy Still Matter With Automated Targeting?",{"type":48,"children":1257},[1258],{"type":51,"value":1259},"Yes. Automated targeting changes where audience strategy is applied.",{"type":48,"children":1261},[1262],{"type":51,"value":1263},"In the past, marketers often translated audience research directly into manual targeting parameters. Today, platforms increasingly use machine-learning systems and proprietary signals to find likely responders.",{"type":48,"children":1265},[1266],{"type":51,"value":1267},"That does not make audience understanding less important. It means psychographic insights should influence:",{"type":86,"style":87,"children":1269},[1270,1276,1282,1288,1294,1300],{"type":90,"children":1271},[1272],{"type":48,"children":1273},[1274],{"type":51,"value":1275},"The concepts a brand produces",{"type":90,"children":1277},[1278],{"type":48,"children":1279},[1280],{"type":51,"value":1281},"The message each asset communicates",{"type":90,"children":1283},[1284],{"type":48,"children":1285},[1286],{"type":51,"value":1287},"The people featured",{"type":90,"children":1289},[1290],{"type":48,"children":1291},[1292],{"type":51,"value":1293},"The settings and visual styles",{"type":90,"children":1295},[1296],{"type":48,"children":1297},[1298],{"type":51,"value":1299},"The problems or aspirations represented",{"type":90,"children":1301},[1302],{"type":48,"children":1303},[1304],{"type":51,"value":1305},"The creator voices activated",{"type":48,"children":1307},[1308],{"type":51,"value":1309},"Different creative concepts can attract different audience groups, giving automated systems more useful signals.",{"type":48,"children":1311},[1312],{"type":51,"value":1313},"Audience strategy increasingly lives inside the creative, not only in the targeting interface.",{"type":70,"level":71,"children":1315},[1316],{"type":51,"marks":1317,"value":1318},[75],"What Are Common Psychographic Segmentation Mistakes?",{"type":70,"level":411,"children":1320},[1321],{"type":51,"marks":1322,"value":1323},[75],"Treating assumptions as research",{"type":48,"children":1325},[1326],{"type":51,"value":1327},"Internal beliefs about what customers value should be treated as hypotheses until supported by evidence.",{"type":70,"level":411,"children":1329},[1330],{"type":51,"marks":1331,"value":1332},[75],"Creating stereotypes",{"type":48,"children":1334},[1335],{"type":51,"value":1336},"Labels such as “eco-conscious millennial” or “busy mom” are rarely specific enough to guide strong creative and may introduce unsupported assumptions.",{"type":70,"level":411,"children":1338},[1339],{"type":51,"marks":1340,"value":1341},[75],"Confusing interests with motivations",{"type":48,"children":1343},[1344],{"type":51,"value":1345},"An interest in fitness does not reveal whether someone is motivated by competition, health, appearance, community, routine, or stress relief.",{"type":48,"children":1347},[1348],{"type":51,"value":1349},"Interests show where attention exists. Motivations help explain why someone acts.",{"type":70,"level":411,"children":1351},[1352],{"type":51,"marks":1353,"value":1354},[75],"Ignoring behavioral evidence",{"type":48,"children":1356},[1357],{"type":51,"value":1358},"What customers say matters. What they do matters too.",{"type":48,"children":1360},[1361],{"type":51,"value":1362},"Psychographic research becomes stronger when declared values and motivations are compared with purchases, usage, loyalty, and engagement.",{"type":70,"level":411,"children":1364},[1365],{"type":51,"marks":1366,"value":1367},[75],"Creating too many personas",{"type":48,"children":1369},[1370],{"type":51,"value":1371},"An excessive number of personas makes it difficult for teams to prioritize and activate the model.",{"type":48,"children":1373},[1374],{"type":51,"value":1375},"The goal is to capture meaningful differences, not every possible variation.",{"type":70,"level":411,"children":1377},[1378],{"type":51,"marks":1379,"value":1380},[75],"Failing to connect segments to decisions",{"type":48,"children":1382},[1383],{"type":51,"value":1384},"Every segment should produce clear implications for creative, media, creator selection, testing, or measurement.",{"type":48,"children":1386},[1387],{"type":51,"value":1388},"A polished persona deck that changes no decisions is still an ineffective segmentation model.",{"type":70,"level":71,"children":1390},[1391],{"type":51,"marks":1392,"value":1393},[75],"How Do You Measure Whether Psychographic Segmentation Is Working?",{"type":48,"children":1395},[1396],{"type":51,"value":1397},"Evaluate whether the segmentation improves creative learning and business performance.",{"type":48,"children":1399},[1400],{"type":51,"value":1401},"Useful measures may include:",{"type":86,"style":87,"children":1403},[1404,1410,1416,1422,1428,1434,1440,1446,1452,1458,1464],{"type":90,"children":1405},[1406],{"type":48,"children":1407},[1408],{"type":51,"value":1409},"Engagement by message or motivation",{"type":90,"children":1411},[1412],{"type":48,"children":1413},[1414],{"type":51,"value":1415},"Creative win rate",{"type":90,"children":1417},[1418],{"type":48,"children":1419},[1420],{"type":51,"value":1421},"Incremental reach",{"type":90,"children":1423},[1424],{"type":48,"children":1425},[1426],{"type":51,"value":1427},"Conversion rate",{"type":90,"children":1429},[1430],{"type":48,"children":1431},[1432],{"type":51,"value":1433},"Cost per acquisition",{"type":90,"children":1435},[1436],{"type":48,"children":1437},[1438],{"type":51,"value":1439},"Brand lift",{"type":90,"children":1441},[1442],{"type":48,"children":1443},[1444],{"type":51,"value":1445},"Audience penetration",{"type":90,"children":1447},[1448],{"type":48,"children":1449},[1450],{"type":51,"value":1451},"Creator-content performance",{"type":90,"children":1453},[1454],{"type":48,"children":1455},[1456],{"type":51,"value":1457},"Retention or repeat purchase",{"type":90,"children":1459},[1460],{"type":48,"children":1461},[1462],{"type":51,"value":1463},"Customer lifetime value",{"type":90,"children":1465},[1466],{"type":48,"children":1467},[1468],{"type":51,"value":1469},"Message-level search or social response",{"type":48,"children":1471},[1472],{"type":51,"value":1473},"The goal is not to prove that a persona is permanently correct. It is to determine whether the segmentation produces better hypotheses, more distinct creative, and stronger marketing decisions.",{"type":70,"level":71,"children":1475},[1476],{"type":51,"marks":1477,"value":1478},[75],"What Is the Bottom Line on Psychographic Segmentation?",{"type":48,"children":1480},[1481],{"type":51,"value":1482},"Psychographic segmentation groups customers according to the motivations, values, attitudes, identities, and lifestyles that influence their decisions.",{"type":48,"children":1484},[1485],{"type":51,"value":1486},"Demographic data tells marketers who an audience is. Behavioral data shows what the audience has done. Psychographic data helps explain why customers may care and what a brand should communicate.",{"type":48,"children":1488},[1489],{"type":51,"value":1490},"Its greatest value is not a more detailed persona document. It is the specificity it brings to creative decisions.",{"type":48,"children":1492},[1493],{"type":51,"value":1494},"That specificity affects what concepts get made, which creators tell the story, what advertising platforms learn from the creative, and how performance insights shape the next brief.",{"type":48,"children":1496},[1497],{"type":51,"value":1498},"When those elements operate as one continuous system, audience understanding becomes a growth input rather than a research output.",{"type":48,"children":1500},[1501,1503,1505],{"type":51,"value":1502},"For New Engen’s complete framework connecting audience personas with creative, media, experimentation, and measurement, download the ",{"type":51,"marks":1504,"value":295},[75],{"type":51,"value":1506},".",{"item":1508,"type":300},"F6OXct7qSTGU5m3o8T51DQ",[1510,1514,1533,1605,1678,1745],{"id":299,"type":1511,"label":1512,"script":1513},"hubspot_block","Download the Free 2026 Growth Playbook","\u003Cscript charset=\"utf-8\" type=\"text/javascript\" src=\"//js.hsforms.net/forms/embed/v2.js\">\u003C/script>\n\u003Cscript>\n  hbspt.forms.create({\n    portalId: \"46586773\",\n    formId: \"2201a968-4f40-4e02-9491-706ea4003ed4\",\n    region: \"na1\"\n  });\n\u003C/script>\n",{"id":302,"type":1515,"image":1516,"video":1532,"link":21},"media_item",{"alt":1517,"title":1518,"focalPoint":1519,"width":1520,"height":1521,"thumbnail":1522,"small":1523,"medium":1524,"responsiveImage":1525},"Iceberg infographic comparing visible demographic data, including age, location, income, and purchase history, with psychographic traits below the surface, including motivations, values, beliefs, objections, identity, and aspirations.","What Is Psychographic Segmentation? 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points",{"id":1546,"label":1547},"CmO44mXNR_-5EEXeA4jlkQ","How marketers use it",[1549,1563,1577,1591],{"cells":1550},[1551,1554,1557,1560],{"id":1552,"text":1553},"BZCLzlqIRoy8PsphLMVHsw","Demographic segmentation",{"id":1555,"text":1556},"Ho68MnjkQ6ym7CYZ09CS7w","Who is the customer?",{"id":1558,"text":1559},"Rpw1F4jxSJuYtL2kULH8YA","Age, income, gender, occupation, education and household composition",{"id":1561,"text":1562},"N9YDengjRDqedLKtQnGniA","Define broad audiences, estimate market size and understand customer composition",{"cells":1564},[1565,1568,1571,1574],{"id":1566,"text":1567},"Eofk6hVZQt2BA_iF0GmJiQ","Psychographic segmentation",{"id":1569,"text":1570},"JYO_gb6HSm2C5mPWjWFwag","Why might the customer care or act?",{"id":1572,"text":1573},"FD8vhyoCQ0Oac033l-RpnA","Values, motivations, attitudes, interests, identity, lifestyle and aspirations",{"id":1575,"text":1576},"MSuR3UQhSJq2cC5Ln1xyeg","Develop messages, creative concepts, positioning and brand narratives",{"cells":1578},[1579,1582,1585,1588],{"id":1580,"text":1581},"PY_L0gnRSRi8QpsYTERycg","Behavioral segmentation",{"id":1583,"text":1584},"V_UMNopQTXCR9GYxbGIb5g","What has the customer done?",{"id":1586,"text":1587},"dPsJ6eI-T_aq7WEEQTdz3g","Purchases, product usage, website visits, loyalty, engagement and conversion behavior",{"id":1589,"text":1590},"GcN0yGkdRK-ZTNA7pY3MKA","Identify intent, personalize experiences, build audiences and prioritize activation",{"cells":1592},[1593,1596,1599,1602],{"id":1594,"text":1595},"awIYVyDkSCCNiTAxmIfRsw","Geographic segmentation",{"id":1597,"text":1598},"FKgH6kZcRs6sQGdchlyoNw","Where is the customer?",{"id":1600,"text":1601},"BfeGmuxASpuczHTzdMYN4w","Country, region, city, climate and store proximity",{"id":1603,"text":1604},"DXRRsOxkS623c7oh9cvtaQ","Localize offers, messaging, inventory and media activation",{"id":708,"type":1534,"columns":1606,"rows":1613},[1607,1610],{"id":1608,"label":1609},"ewMxeeP_TSa5KJa-e2Tmvg","Audience insight",{"id":1611,"label":1612},"Dox_FXiVSvmfelmzKkKv7w","Creative decision",[1614,1622,1630,1638,1646,1654,1662,1670],{"cells":1615},[1616,1619],{"id":1617,"text":1618},"Lc8c9fFzQQSTAu0IxYTatQ","Motivation",{"id":1620,"text":1621},"SL1Lg4GgR0GA9Xr6icOzsw","Central promise",{"cells":1623},[1624,1627],{"id":1625,"text":1626},"LjZOhTY4SWqiAd9_BKNrlw","Objection",{"id":1628,"text":1629},"MQFJ9vhFSIS08XWKY1f2-Q","Proof, comparison, or demonstration",{"cells":1631},[1632,1635],{"id":1633,"text":1634},"AQKONfILSMOLlJ-Cl5LilA","Value",{"id":1636,"text":1637},"Qvi-aMl_SQm2qsubT-xjYA","Brand framing",{"cells":1639},[1640,1643],{"id":1641,"text":1642},"RlH1sXsASMW8yW-2aPaf0w","Identity",{"id":1644,"text":1645},"FTJUr4xxTx-7ATKQAXsjPg","Talent, setting, and visual world",{"cells":1647},[1648,1651],{"id":1649,"text":1650},"X_HISQHZQd60UuO1JzxXSw","Aspiration",{"id":1652,"text":1653},"Fzz9x4rEQjuj9yymXjwKSQ","Emotional outcome",{"cells":1655},[1656,1659],{"id":1657,"text":1658},"YMOjnDLFR_aQNw84yo_kLw","Category belief",{"id":1660,"text":1661},"Y4bFm30iSrmYpjHHts1xgw","Claim and supporting evidence",{"cells":1663},[1664,1667],{"id":1665,"text":1666},"f8HO8x1MT9-rMdLnPEdqZw","Source of trust",{"id":1668,"text":1669},"C9aiy07DTFCYtZnXPMMh5g","Creator or spokesperson",{"cells":1671},[1672,1675],{"id":1673,"text":1674},"IvPZPsH7RdCeZucuQs-jHA","Behavioral trigger",{"id":1676,"text":1677},"afOxzQJoSYCc8OlzpDcwAw","Timing, format, and CTA",{"id":723,"type":1534,"columns":1679,"rows":1689},[1680,1683,1686],{"id":1681,"label":1682},"EOnf6pj8Rci0gYB02FRhDw","Psychographic segment",{"id":1684,"label":1685},"aFcPzuUXT0uovyo1Lgm93Q","Primary motivation",{"id":1687,"label":1688},"XH5T_9ZiQRq0qF2xwk6xeg","Possible creative direction",[1690,1701,1712,1723,1734],{"cells":1691},[1692,1695,1698],{"id":1693,"text":1694},"eCNF3fyiSjiNQ3SxVnJ_3Q","Time-strapped optimizer",{"id":1696,"text":1697},"X1k75OVWQyuueN5vj-tQwg","Reduce decisions and save time",{"id":1699,"text":1700},"BR1r8cpBSQKEDSQEYA8FQQ","Show how the service simplifies an overloaded weekday",{"cells":1702},[1703,1706,1709],{"id":1704,"text":1705},"NA8NK47RTxqKH4yn6fZ3tw","Health-focused planner",{"id":1707,"text":1708},"F8kO75CRQEOC4Jl9oquCHg","Maintain control over nutrition",{"id":1710,"text":1711},"aZIi-hEzR9O8VtpGPCRWvA","Emphasize ingredients, nutritional information, and consistency",{"cells":1713},[1714,1717,1720],{"id":1715,"text":1716},"TUuM26QHTZajW8iZ9O2pEA","Reluctant cook",{"id":1718,"text":1719},"JmziRJbbS5u1rkRc7PHuiA","Avoid preparation and cleanup",{"id":1721,"text":1722},"MMT5_fyUTW28P9Mz7OJqiA","Demonstrate how little skill or cleanup is required",{"cells":1724},[1725,1728,1731],{"id":1726,"text":1727},"dyZL-ULhS4SZ3LR1Yb__qg","Variety seeker",{"id":1729,"text":1730},"QHKU6vzKRVaGBM6z4xFHHw","Escape repetitive meals",{"id":1732,"text":1733},"ROXn6ZthSTqcO-Ytd3L7vg","Feature discovery, rotating options, and new flavors",{"cells":1735},[1736,1739,1742],{"id":1737,"text":1738},"ahR7g8qMRXCfXo508rlAAA","Caregiver",{"id":1740,"text":1741},"Pmjqt-soQIix18nnlCBOTg","Make feeding the household easier",{"id":1743,"text":1744},"DO6oNvIKSeuv59kT3zMZ1A","Center the emotional and logistical work of caring for others",{"id":1508,"type":1511,"label":1512,"script":1513},[],"\u003Cscript type=\"application/ld+json\">\n{\n  \"@context\": \"https://schema.org\",\n  \"@graph\": [\n    {\n      \"@type\": \"BlogPosting\",\n      \"headline\": \"What Is Psychographic Segmentation? How to Turn Audience Insight Into Better Creative\",\n      \"description\": \"Psychographic segmentation helps brands turn customer motivations, values, and behaviors into more relevant creative and marketing decisions.\",\n      \"datePublished\": \"2026-07-29\",\n      \"author\": {\n        \"@type\": \"Person\",\n        \"name\": \"Shayla Crowder\"\n      },\n      \"publisher\": {\n        \"@type\": \"Organization\",\n        \"name\": \"New Engen\"\n      },\n      \"articleSection\": [\n        \"Psychographic Segmentation\",\n        \"Audience Personas\",\n        \"Creative Strategy\",\n        \"Customer Research\",\n        \"Creator Selection\",\n        \"Automated Targeting\",\n        \"Marketing Measurement\"\n      ],\n      \"about\": [\n        {\n          \"@type\": \"Thing\",\n          \"name\": \"Psychographic segmentation\"\n        },\n        {\n          \"@type\": \"Thing\",\n          \"name\": \"Demographic segmentation\"\n        },\n        {\n          \"@type\": \"Thing\",\n          \"name\": \"Behavioral segmentation\"\n        },\n        {\n          \"@type\": \"Thing\",\n          \"name\": \"Customer personas\"\n        },\n        {\n          \"@type\": \"Thing\",\n          \"name\": \"Audience research\"\n        },\n        {\n          \"@type\": \"Thing\",\n          \"name\": \"Creative strategy\"\n        }\n      ],\n      \"keywords\": [\n        \"psychographic segmentation\",\n        \"psychographic segmentation examples\",\n        \"psychographic variables\",\n        \"audience personas\",\n        \"customer personas\",\n        \"demographic segmentation\",\n        \"behavioral segmentation\",\n        \"audience research\",\n        \"customer motivations\",\n        \"creative strategy\",\n        \"creator selection\",\n        \"automated targeting\"\n      ]\n    },\n    {\n      \"@type\": \"FAQPage\",\n      \"mainEntity\": [\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Why aren't demographic personas improving creative?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Demographic personas often fail to improve creative because they describe who may belong in an audience without explaining why those customers care, hesitate, or act. Psychographic insights add the motivations, values, beliefs, identities, aspirations, and anxieties that can guide messages, concepts, proof points, creator selection, and testing.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"What is psychographic segmentation?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Psychographic segmentation is the practice of dividing an audience into groups based on shared psychological characteristics, including values, motivations, attitudes, beliefs, interests, lifestyles, identities, aspirations, objections, and anxieties. It helps marketers understand why customers may care and what could influence their decisions.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"What is the difference between demographic, psychographic, and behavioral segmentation?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Demographic segmentation describes who the customer is using characteristics such as age, income, occupation, and household composition. Psychographic segmentation explores why the customer may care or act through values, motivations, attitudes, identity, and lifestyle. Behavioral segmentation examines what the customer has done, such as purchases, product usage, engagement, and conversion behavior.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"When should a brand use psychographic segmentation?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"A brand should consider psychographic segmentation when its personas are too broad to guide creative, campaign messages are generic, one product serves several motivations, creator selection lacks an audience rationale, performance has plateaued, or customer research is not influencing creative briefs. It is especially useful when a brand knows who buys but cannot explain why different messages produce different responses.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Which psychographic variables matter most?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"The most useful psychographic variables are those that can change a marketing decision. These commonly include customer motivations and need states, values and beliefs, identities and aspirations, objections and anxieties, category attitudes, and sources of trust.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"How do you turn customer motivations into better creative?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Customer motivations become useful creative inputs when they are translated into specific decisions about the central message, product benefit, tone, visual setting, proof, creator, objection, call to action, channel, format, and testing hypothesis. A useful customer persona should prescribe what to make, not merely describe who the customer is.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"How can one product support different psychographic segments?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"One product can serve several distinct motivations. Each motivation can support a separate creative concept with its own message and hypothesis. For example, a meal-delivery service could appeal to customers seeking convenience, nutritional control, easier preparation, greater variety, or help caring for a household.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"What makes a customer persona actionable?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"An actionable customer persona includes a core need state, primary motivations, goals, objections, values, category attitudes, purchase behaviors, trusted sources, preferred language, relevant channels, and clear creative implications. Decorative details are not useful unless they affect a marketing decision.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"How does New Engen structure audience personas?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"New Engen uses a two-tier persona structure. Parent personas represent larger need states or identities that guide brand narratives and major creative territories. Micro personas represent more specific behavioral or situational groups that influence creative angles, channel strategy, creator selection, product use cases, objections, offers, and testing priorities.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"How do you collect psychographic data?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Psychographic data can be collected through first-party data, customer interviews, surveys, social listening, reviews, online communities, customer-service records, and direct contact with customers and frontline employees. Strong segmentation combines behavioral evidence with qualitative research that helps explain why customer patterns exist.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"How do you build psychographic segments?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Start with the marketing decision the segmentation needs to improve. Combine first-party data, customer research, social listening, frontline input, and third-party research. Identify and validate meaningful patterns, translate each segment into creative direction, and update the model using creative and media performance.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"How can psychographic segmentation improve creator selection?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Psychographic segmentation improves creator selection by evaluating what a creator represents, which motivations they can address credibly, their narrative strengths, tone, visual style, trusted communities, relevant experiences, and whether the product fits naturally into their life. The goal is to match the creator with the audience motivation and creative angle.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Does audience strategy still matter with automated targeting?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Yes. Automated targeting changes where audience strategy is applied. Psychographic insights should shape the concepts, messages, people, settings, visual styles, aspirations, problems, and creator voices used in creative. Different concepts can attract different audience groups and provide automated advertising systems with more useful signals.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"What are common psychographic segmentation mistakes?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Common mistakes include treating assumptions as research, creating stereotypes, confusing interests with motivations, ignoring behavioral evidence, creating too many personas, and failing to connect segments to specific creative, media, creator, testing, or measurement decisions.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"How do you measure whether psychographic segmentation is working?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Psychographic segmentation can be evaluated using engagement by message or motivation, creative win rate, incremental reach, conversion rate, cost per acquisition, brand lift, audience penetration, creator-content performance, retention, repeat purchase, customer lifetime value, and message-level search or social response.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"What is the bottom line on psychographic segmentation?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Psychographic segmentation groups customers according to the motivations, values, attitudes, identities, and lifestyles that influence their decisions. Its primary value is the specificity it brings to creative decisions, including which concepts get made, which creators tell the story, and how performance insights shape future work.\"\n          }\n        }\n      ]\n    },\n    {\n      \"@type\": \"HowTo\",\n      \"name\": \"How to Build Psychographic Segments\",\n      \"description\": \"A six-step process for developing evidence-based psychographic segments and translating them into creative and marketing decisions.\",\n      \"step\": [\n        {\n          \"@type\": \"HowToStep\",\n          \"position\": 1,\n          \"name\": \"Start with a decision\",\n          \"text\": \"Define whether the segmentation needs to improve creative concepts, creator selection, positioning, retention, or another business priority.\"\n        },\n        {\n          \"@type\": \"HowToStep\",\n          \"position\": 2,\n          \"name\": \"Combine evidence\",\n          \"text\": \"Use first-party data, customer research, social listening, frontline input, and third-party research.\"\n        },\n        {\n          \"@type\": \"HowToStep\",\n          \"position\": 3,\n          \"name\": \"Identify meaningful patterns\",\n          \"text\": \"Look for repeated need states, motivations, objections, values, triggers, and sources of trust.\"\n        },\n        {\n          \"@type\": \"HowToStep\",\n          \"position\": 4,\n          \"name\": \"Validate the segments\",\n          \"text\": \"Test whether the proposed patterns exist beyond a small number of memorable interviews or observations.\"\n        },\n        {\n          \"@type\": \"HowToStep\",\n          \"position\": 5,\n          \"name\": \"Translate each segment into creative direction\",\n          \"text\": \"Define the message, proof, tone, creator, visual world, and hypothesis associated with each segment.\"\n        },\n        {\n          \"@type\": \"HowToStep\",\n          \"position\": 6,\n          \"name\": \"Update the model through performance learning\",\n          \"text\": \"Use creative and media results to refine what the organization believes about its audience.\"\n        }\n      ]\n    }\n  ]\n}\n\u003C/script>",{"title":1749,"description":1750,"image":1751},"What Is Psychographic Segmentation? Examples and Guide","Learn how psychographic segmentation uses customer motivations, values, and behaviors to inform audience personas, creative strategy, and marketing.",{"url":1752},"https://www.datocms-assets.com/151374/1785351657-chatgpt-image-jul-22-2026-02_22_30-pm.png",[1754,1785,1800],{"slug":1755,"title":1756,"date":1757,"categories":1758,"thumbnail":1763,"thumbnailStyle":1777},"new-engen-named-to-adweek-s-2025-agency-of-the-year-shortlist","New Engen Named to Adweek’s 2025 Agency of the Year Shortlist","2025-10-29",[1759],{"id":1760,"slug":1761,"title":1762},"X8w_7NaSR0O20sn8lR9DAA","awards","Awards",{"alt":1532,"title":1532,"focalPoint":1764,"width":1765,"height":1766,"thumbnail":1767,"small":1768,"medium":1769,"responsiveImage":1770},{"x":13,"y":13},2240,1260,"https://www.datocms-assets.com/151374/1761771626-social-post-1.png?auto=format&fit=max&h=600&q=85&w=600","https://www.datocms-assets.com/151374/1761771626-social-post-1.png?auto=format&fit=max&h=1000&q=85&w=1000","https://www.datocms-assets.com/151374/1761771626-social-post-1.png?auto=format&fit=max&h=1500&q=85&w=1500",{"srcSet":1771,"webpSrcSet":21,"sizes":1772,"src":1773,"width":1765,"height":1766,"aspectRatio":1774,"alt":1532,"title":1532,"base64":1775,"bgColor":1776},"https://www.datocms-assets.com/151374/1761771626-social-post-1.png?auto=format&dpr=0.25&fit=max&h=2440&q=85&w=2440 560w,https://www.datocms-assets.com/151374/1761771626-social-post-1.png?auto=format&dpr=0.5&fit=max&h=2440&q=85&w=2440 1120w,https://www.datocms-assets.com/151374/1761771626-social-post-1.png?auto=format&dpr=0.75&fit=max&h=2440&q=85&w=2440 1680w,https://www.datocms-assets.com/151374/1761771626-social-post-1.png?auto=format&fit=max&h=2440&q=85&w=2440 2240w","(max-width: 2240px) 100vw, 2240px","https://www.datocms-assets.com/151374/1761771626-social-post-1.png?auto=format&fit=max&h=2440&q=85&w=2440",1.7777777777777777,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLFhYLDhAVFQ0NFBUNDQ0NFx4ZGBYTFhUaHysjGh0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLBQUFEAUFEC8cFhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAYAAACAwAAAAAAAAAAAAAAAAAEBQACBv/EABwQAAIDAQADAAAAAAAAAAAAAAMRAAECBBUhMf/EABUBAQEAAAAAAAAAAAAAAAAAAAAE/8QAFBEBAAAAAAAAAAAAAAAAAAAAAP/aAAwDAQACEQMRAD8A3vUfeBfIq8gWrSjzoxnWFdQO+QaahOsAxShakhQqoYfVSQP/2Q==","#d2ec63",{"id":1778,"type":1779,"logo":1780,"bg":1782,"badge":1784},"A0m45rhvS4WK4S9S4q5o8Q","thumbnail_award_block",{"url":1781},"https://www.datocms-assets.com/151374/1761771708-agency-of-the-year-award-shortlist-2025.png",{"hex":1783},"#CCE0D9","Nominee",{"slug":1786,"title":1787,"date":1788,"categories":1789,"thumbnail":1532,"thumbnailStyle":1794},"heres-whats-coming-in-2024-according-to-new-engen-leaders","Here's What's Coming in 2024 According to New Engen Leaders","2024-01-17",[1790],{"id":1791,"slug":1792,"title":1793},"MRbbOcHbQoOkSXAsol9Qqw","pov","POV",{"id":1795,"type":1796,"title":1797,"date":1532,"logo":1532,"bg":1798,"color":1532},"cXB6Iz9ERPqk-Pd--PELpg","thumbnail_event_block","Here's What's Coming in 2024",{"hex":1799},"#FAF2E8",{"slug":1801,"title":1802,"date":1803,"categories":1804,"thumbnail":1532,"thumbnailStyle":1809},"acorn-influence-appoints-rachel-bennington-as-new-vp-of-retailer-partnerships","New Engen Appoints Rachel Bennington as New VP of Retailer Partnerships","2023-11-03",[1805],{"id":1806,"slug":1807,"title":1808},"SBVnlBKZQEKb1W3KJvwGww","press-release","Press Release",{"id":1810,"type":1796,"title":1802,"date":1532,"logo":1532,"bg":1811,"color":1813},"HcaghDC4Qv-NjDtG6voh9w",{"hex":1812},"#334238",{"hex":1799},{"relatedText":1815},"\u003Cdiv>\n\u003Cdiv>\u003Cspan> Want to learn more? \u003Ca href=\"https://newengen.com/contact\">Get in touch\u003C/a> \u003C/span>\u003Ca href=\"mailto:info@newengen.com\" target=\"_blank\" rel=\"noopener\">\u003Cspan>\u003C/span>\u003C/a>\u003Cspan> or connect with us on \u003C/span>\u003Ca href=\"https://www.linkedin.com/company/newengen\" target=\"_blank\" rel=\"noopener\">\u003Cspan>LinkedIn\u003C/span>\u003C/a>\u003Cspan>.\u003C/span>\u003C/div>\n\u003C/div>",1785434916240]