by Kim Rose, Chris Roberts, Stephanie Squires
Psychographics are consumer attributes related to personality, attitude, values, lifestyle and activities. Psychographics are used to segment consumers beyond demographic variables.
One well known segmentation strategy is VALS, which stands for Values, Attitudes, Life Style. Psychographics are used in market segmentation and advertising. VALS divides consumers into eight segments: Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers and Survivors.
Another popular segmentation tool is PRIZM by Nielson-Claritas. PRIZM provides a standard way of sorting the population into similar segments. PRIZM combines demographic, consumer behavior, and geographic data to help marketers identify, understand and target their prospective customers. PRIZM defines every US household into 66 demographically and behaviorally distinct segments. PRIZM is a leading segmentation system in the industry.
Team "Psychographics Segmentation"
Kim Rose, Chris Roberts, Stephanie Squires (missing)
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