Business success hinges on a deep understanding of consumer behavior. Knowing who and where your audience is, what they want, why they want it, and how they plan to get it is mission critical knowledge while creating a go-to-market strategy. However, a buyer does not always follow a logical, linear path through the funnel. It is instead a cluster of multiple complex behavioral and cognitive decisions that drives the prospect through the buyer journey. Psychographics seeks to understand buyer behavior and patterns, that makes it an indispensable tool in the modern marketer’s toolkit.
Psychographic segmentation creates profiles that help in segregating an audience into target markets based on characteristics such as personality, values and lifestyles. It helps optimize engagement at every stage of the buyer cycle through appropriate communication using digital tools and tailored messaging campaigns.
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