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102 Examples of Psychographics

John Spacey, updated on March 23, 2024

Psychographics is the practice of using how people think as a criteria for identifying a target market or target audience. This can be used to tailor marketing efforts such as product development, promotion, pricing, customer experience and sales. The following are common types of psychographics with examples of each.

Motivation

A customer's motivation for a purchase. For example, a gym that targets customers motivated by self-improvement and a desire for social status.

Comfort	Connectedness
Convenience	Curiosity
Doing Good	Escapism
Fear of Missing Out	Health
Practical Need	Privacy
Publicity	Safety
Satisfaction	Self-Fulfillment
Self-Improvement	Self-indulgence
Social Status

In practice, psychographics are often far more specific than the general list above. For example, "a motivation to solve the problem of ocean plastic" as opposed to "doing good."

Interests & Activities

Things that customers find interesting and how they spend their time. For example, a cafe for people who are interested in social interaction and are devoted to their pets.

Activism	Adventure
Animals	Art
Business	Culture
Do-it-yourself	Entertainment
Fashion	Film
Fitness	Food
History	Low Technology
Luxury	Media
Music	Nature
Nostalgia	People
Pets	Politics
Quiet Time	Social Life
Social Media	Sports
Technology	Tradition
Travel	Volunteerism

Values, Opinions & Attitudes

Elements of an individual's worldview. For example, a car targeting individuals who are strongly protective of family and risk avoiding.

Civil	Collectivist
Conservationist	Conservative
Disengaged	Emotional
Environmentalist	Idealistic
Individualist	Liberal
Logical	Naturalistic
Optimistic	Pessimistic
Progressive	Reactionary
Realistic	Rebellious
Religious	Risk Avoiding
Risk Taking	Secular
Social Activist	Traditional

Behavior

Behavior is a common type of market segment that often overlaps with psychographics. For example, a product with low environmental impact that targets conspicuous conservation whereby consumers purchase products that they view as good for the world.

Brand Loyal	Bulk Buyer
Channel Preference	Comparison Shopper
Competitive Shopper	Compulsive Shopper
Conspicuous Conservation	Conspicuous Consumption
Cynical	Diligent
Early Adopter	Expert User
Extroverted	Frequent Shopper
Impulsive Shopper	Influencer
Introverted	Late Adopter
Novice User	Open to Experience
Preference for Certainty	Price Insensitive
Price Sensitive	Quality Seeker
Research Shopper	Reserved
Resistant to Change	Social
Status Seeker	Tolerance for Uncertainty
Value Seeker

Summary

The practice of measuring how people think and behave in order to shape messages, products and services.

Discussion

Psychographics are typically designed to be measurable, reachable, winnable and relevant to your revenue targets. In practice, it is common to use psychographics without measuring them. For example, you can develop a child's helmet for people who want their children to have the safest products possible without having to actually measure this market. In this case, you are simply proceeding on the common knowledge that this is a large market.

Overview: Psychographics
Type	Market Segmentation
Definition	Using how people think as a criteria for identifying a target market or target audience.
Related Concepts	Market Segmentation » Target Market » Target Audience » Customer Motivation » Worldview » Consumer Behavior »