Psychographics describe human traits like hobbies, interests, likes and dislikes, aspirations, values, lifestyle, or physiological tendencies. during healing; improved relationship with partner, Safe, low risk, expert service, pain real but manageable, involve partners, Use advocates to allay fears, share experience, accompany, Large potential (21% of uncircumcised men), but hard to crack; knowledgeable, little fear; don’t recognize need despite high-risk behavior, VMMC becoming social norm; address safety, service quality, privacy; pain management, Acceptance of VMMC by wider community and advocacy from leaders; address fears with full info, Need advocates, communicating pride in VMMC and allaying fears, Moderate potential (11% of uncircumcised men), high commitment (80%); likely advocate to broad audience, but dissonance, Address uncertainty on healing and pain; identify non-circumcised friends to go together for VMMC, Moderate potential (9% of uncircumcised men), high commitment (86%), easy conversion to action; likely advocate for friends, Address questions about pain during procedure and healing process, Moderate potential (10% of uncircumcised men) and commitment (58%); key concern is safety, Protection benefits, VMMC + condom use benefit; safety, low risk of complications; pain management, Safety - low risk (esp. The following feedback examples from survey data at different times have revealed that Psychographic segmentation uncovers: Psychographic segmentation focus groups identified that a massive influence on our actions connects to Personality Type:Â. . Chan School of Public Health, Boston, United States, Department of Global Health, University of Washington, Seattle, United States, Faculty of Epidemiology and Population Health, London School of Hygiene and Tropical Medicine, London, United Kingdom, Quarraisha Abdool Karim, University of KwaZulu Natal, South Africa. Geneva: WHO/UNAIDS Technical Consultation on Male Circumcision and HIV Prevention: Research Implications for Policy and Programming. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. 8) More details on the segment typing algorithm – How was accuracy defined for prediction and for >60% was there any differences by type? Why Psychographic Segmentation … As noted in the response to point 1, we have removed the sections and figures relating to ‘Demographic characteristics of segments’ and ‘Regional analysis of segments’, as one general comment was that too much peripheral information was provided in the paper. Plasma proteomic biomarker signature of age predicts health and life span, Sense of coherence and risk of breast cancer. We now provide this data as Figure 1—figure supplements 1 (demographic and cultural background) and 2 (social acceptability of VMMC + perception ofHIV/STI risk). What’s the next bike breakdown that’s going to cost me big? Psychographic segmentation is the market research study of the “why.” More specifically, why people, demographically defined, living in the geographically targeted marketplaces, act the way they do. Overview 12 Segmentation Marketing: Why It Should Be Implemented 13 Recommendations 15 Use Benefit Segmentation to Market Specific Products to the Customer 15 Use Geographic Segmentation to Market to a Specific Area 16 – There are thousands of people in this category. Consent forms were signed by both parent/guardian and minor in these cases. However, it comes at a price requiring specialist skills, to ensure that the feedback represents the group and to interview in a penetrating manner. However, we think that one of the key advantages of the approach introduced here is that it does not rely on a generalizable, and therefore not targeted, categorization. Customer churn erodes a company’s ROI as prolifically as termites eat into wood structures. All of the above construct the segment bases of Chery. Weakly motivated to go for VMMC; mostly are not concerned about HIV/STI contraction; have mostly negative beliefs about VMMC; due to absence of motivation do not experience cognitive dissonance; have some positive believes (especially, believe in hygiene), but largely don’t consider VMMC for themselves; have fears and concerns; highly socially driven; have mostly no social support for VMMC. It requires the employment of sophisticated psychographic segmentation survey technologies and tools to probe people’s minds.Â. (links to download the citations from this article in formats compatible with various reference manager tools), (links to open the citations from this article in various online reference manager services), World Health Organization and Joint United Nations Programme on HIV/AIDS, 2007, World Health Organization and UNAIDS, 2011, Efficacy of the theory of planned behaviour: a meta-analytic review, Randomized, controlled intervention trial of male circumcision for reduction of HIV infection risk: the ANRS 1265 Trial, https://doi.org/10.1371/journal.pmed.0020298, A reevaluation of the voluntary medical male circumcision scale-up plan in Zimbabwe, https://doi.org/10.1371/journal.pone.0140818, Investigating voluntary medical male circumcision program efficiency gains through subpopulation prioritization: Insights from application to Zambia, https://doi.org/10.1371/journal.pone.0145729, Male circumcision for HIV prevention in young men in Kisumu, Kenya: a randomised controlled trial, https://doi.org/10.1016/S0140-6736(07)60312-2, A latent class segmentation analysis of e-shoppers, https://doi.org/10.1016/S0148-2963(02)00357-0, A meta-analysis of the effectiveness of health belief model variables in predicting behavior, https://doi.org/10.1080/10410236.2010.521906, Understanding your customer: segmentation techniques for gaining customer insight and predicting risk in the telecom industry, Applying diffusion of innovation theory to intervention development, Market segmentation with choice-based conjoint analysis, Condom use in African adolescents: the role of individual and group factors, https://doi.org/10.1080/09540120500038181, Segmenting the commercial producer marketplace for agricultural inputs, https://doi.org/10.1016/S1096-7508(00)00023-9, Male circumcision for HIV prevention in men in Rakai, Uganda: a randomised trial, https://doi.org/10.1016/S0140-6736(07)60313-4, A Procedure for objective respondent selection within the household, https://doi.org/10.1080/01621459.1949.10483314, Use of CHAID decision trees to formulate pathways for the early detection of metabolic syndrome in young adults, Evidence-based identification of key beliefs explaining adult male circumcision motivation in Zimbabwe: targets for behavior change messaging, https://doi.org/10.1007/s10461-013-0686-7, Methods of coping with social desirability bias: A review, Voluntary medical male circumcision: modeling the impact and cost of expanding male circumcision for HIV prevention in eastern and southern Africa, https://doi.org/10.1371/journal.pmed.1001132, Behavior change pathways to voluntary medical male circumcision: narrative interviews with circumcision clients in Zambia, https://doi.org/10.1371/journal.pone.0111602, Using theory to understand how interventions work: Project RESPECT, condom use, and the Integrative Model, https://doi.org/10.1007/s10461-007-9208-9, Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being, https://doi.org/10.1037/0003-066X.55.1.68, An application of a segmentation design based on a hybrid of canonical correlation and simple crosstabulation, Toward a Systematic Approach to Generating Demand for Voluntary Medical Male Circumcision: Insights and Results From Field Studies, Achieving the HIV prevention impact of voluntary medical male circumcision: lessons and challenges for managing programs, https://doi.org/10.1371/journal.pmed.1001641, Demographic variables, smoking variables, and outcome across five studies, https://doi.org/10.1037/0278-6133.26.3.278, The use of importance–performance analysis and market segmentation for tourism management in parks and protected areas: An application to tanzania's national parks, https://doi.org/10.1080/14724040308668144, Joint United Nations Programme on HIV/AIDS, Joint Strategic Action Framework to Accelerate the Scale-Up of Voluntary Medical Male Circumcision for HIV Prevention in Eastern and Southern Africa, Voluntary Medical Male Circumcision for HIV Prevention in 14 Priority Countries in East and Southern Africa: Progress Brief. No. […] Accuracy varied for different segments, and ranged from 39% to 78% in Zambia (mean = 61%, standard deviation = 13.1), and from 54% to 84% in Zimbabwe (mean = 71%, standard deviation = 10.4).”. Social class, lifestyle and personality characteristics are considered in Psychographic segmentation. Their clothes are a little outlandish, as are their autos, jewelry, hairstyles, and personal accessories. […] However, the characteristics of some segments we found that would most closely fit into the ‘Laggards’ category, such Embarrassed Rejecters and Highly Resistants in Zimbabwe, suggest that lack of familiarity is not at their root of resistance to VMMC.”. About Pamela Danziger Pamela N. Danziger is an internationally recognized expert specializing in consumer insights for marketers targeting the affluent consumer segment. Unhooking them every time creates heavy stress on the shoe. Weak motivation, rejection of VMMC; mostly negative beliefs about VMMC; relatively higher risk of HIV/STI contraction; however, level of concern about HIV/STIs contraction is low; are not open to information and feel that they know all they need about VMMC; claim absence of fear; very socially driven; mostly highly rejecting VMMC social environment. We identified 771 incident cases of breast cancer during follow-up (median time: 5.2 years). Have positive attitudes to VMMC; believe in benefits; much more socially independent (going for VMMC is their own decision, not driven by social environment); feel strong ability to go for VMMC; despite presence of some fears, don’t experience serious cognitive dissonance. COMPANY OVERVIEW. Behavioral segmentation is a close cousin, where we group people whose actions are the same into segments. These have quite distinctive and different psychographic profiles. Your psychographic segmentation goals will eventually boil down to investigating and interpreting the following: Psychographic segmentation lies at the root of customer experience (CX), customer journey mapping, and every touchpoint that it involves.Â. 60. Case study. As for demographic segmentation, age, family size, incomes are taken into account. […] Further studies could estimate the extent of existing biases by comparing face-to-face self-report with self-administered, or forced-choice designs.”. It doesn’t get into the “whys” but instead establishes a notion that spotlighting populations by reactions to promotions and special offers may make “knowing why” not all that important. Individuals that go out of their way to be noticed and display unusual but socially accepted behavior. Knowing who’s getting in the way of a buy action – decision influencer, perhaps, or someone on your team? The Internet is now my umbilical cord.”, “I ordered my Peloton, and things were great for a while. Segmentation allows programs to focus on targets that are most likely to generate impact. Conversely, customer retention is the name of the game. and overlapping, including groups of people who are “Agreeable, disagreeable, creative, open-books, closed-books, ambitious, unambitious” – the list goes on.Â, This is the focus of behavioral segmentation. Mostly circumcised or have a high level of commitment to VMMC; however rather poor knowledge about the benefits and belief in them; the proportion of men circumcised for religious/traditional reasons is the highest; the key benefit of circumcision is maintenance of tradition in the family, helping sons to get circumcised. Investigate it, don’t underestimate its power, and do everything you can to get your brand into its circle of influence. SoGoSurvey knows what works best in which situation. Strong motivation for VMMC; high level of concern about contraction of HIV/STIs; believe in majority of benefits, emotionally associate VMMC with sense of belonging feel that they are independent from social environment in their decision to go for VMMC; but are very actively supported by all people around; control cognitive dissonance; have some minor fears. The most obvious market segmentation exercises are undoubtedly geographic and demographic segmentation analysis arenas. We have now added the requested detail on the segment typing algorithm to the Materials and methods section, and amended the relevant section as follows: “The chi-squared automatic interaction detection (CHAID) algorithm, which builds a decision tree of merging variables, was employed to identify key questions to ask men in the field. If your product or service steers towards a personality type, you’re on the psychographic segmentation bandwagon for sure. The funders were involved in the study design, but had no role in data collection and interpretation, or the decision to submit the work for publication. These data support the use of proteomic biomarkers to monitor aging trajectories and to identify individuals at higher risk of disease to be targeted for in depth diagnostic procedures and early interventions. Six Types of Segmentation Marketing 8 Case Study 12 Performance Solutions Group, LLC. Psychographic segmentation aids marketers in discovering consumer needs, wants and buying practices. We thank the reviewers for this suggestion, and we have now added a concluding paragraph to the paper addressing these points: “In conclusion, behavioral-psychographic segmentation is a viable method to identify the diversity of drivers or barriers to a behavior that may exist within a group of healthcare beneficiaries. In summary, we found little evidence to support an association between SoC and risk of breast cancer. The latter sections off by the observed activities; psychographic segmentation divides respondents into groups with the same underlying motivations.Â, A case study that illustrates the primary differences, Two “in-their-fifties,” caucasian family men (Demographic Segmentation), living in the Dallas upper-middle-class suburbs (Geographic Segmentation), order more or less the same mountain bike on Amazon (Behavioral Segmentation). We designed and implemented a hybrid behavioral-psychographic segmentation study in Zambia and Zimbabwe. The current annotation count on this page is, Conceptualization, Resources, Data curation, Software, Formal analysis, Supervision, Funding acquisition, Validation, Investigation, Visualization, Methodology, Writing—original draft, Project administration, Writing—review and editing, "This ORCID iD identifies the author of this article:", Cello Health Insight, London, United Kingdom, Data curation, Formal analysis, Supervision, Investigation, Visualization, Methodology, Writing—original draft, Writing—review and editing, Formal analysis, Validation, Visualization, Methodology, Writing—review and editing, Ministry of Health and Child Care, Harare, Zimbabwe, Resources, Investigation, Project administration, Writing—review and editing, Mother and Child Health, Ministry of Community Development, Lusaka, Zambia, Conceptualization, Resources, Supervision, Investigation, Project administration, Writing—review and editing, Resources, Formal analysis, Supervision, Investigation, Methodology, Project administration, Writing—review and editing, Data curation, Formal analysis, Investigation, Methodology, Writing—review and editing, Conceptualization, Resources, Supervision, Funding acquisition, Investigation, Project administration, Writing—review and editing. It requires the employment of sophisticated psychographic segmentation survey technologies and tools to probe people’s minds.Â, How your products and services register mentally and emotionally with your targeted customers, Where your offered benefits fit into your customer’s lifestyles, The most significant pain points your marketing package addresses, Determining whether or not you can reduce or erase pain better than your competitors. study of the “why.” More specifically, why people, demographically defined, living in the geographically targeted marketplaces, act the way they do. First, try surveys structured along the lines of the Likert Scale model, or possibly customized quizzes. Porsche uses a psychographic segmentation approach dividing the segment based on behavioral elements, such as psychology, lifestyle, personality traits, and values to gain deeper insight of the consumer. While the new figures requested in this point add a general picture of the characteristics of the studied population, the removed figures delved into the details of those characteristics by segment, and showed how they were distributed geographically. We designed and implemented a hybrid behavioral-psychographic segmentation study in Zambia and Zimbabwe. Keywords: Segmentation, factor analysis, K-means Cluster Analysis. However, knowing what they are can be severely differentiating. The most obvious market segmentation exercises are undoubtedly geographic and. The experience is one of merging vistas, each one different in its own right. Measuring and understanding these consumer groups help marketers build targeted marketing efforts to … A Psychographic Case Study. They are descriptive and revealing in so many respects. They buy many products to preserve the peace-and-quiet they work hard to secure. Peloton never gave out any advice on this. In 2015, MetLife began a year-long brand discovery process that centered around using data and machine learning to develop a more refined view of their customer segments and enable a more nuanced go to market strategy. We have added a paragraph to the Discussion in which we introduce Diffusion of Innovation Theory and discuss the difference between the two approaches: “It is worthwhile to compare this behavioral-psychographic segmentation approach to a popular categorization provided by the Diffusion of Innovation Theory [Rogers, 2003]. safety of the procedure; loss of sensitivity, increase of promiscuity). Case Study: How Leaders Credit Union Uses Psychographics to Increase Conversions. We don’t shop in malls or eat out. Canonical Correlation and Marketing Research: Marketing Classics Press. By continuing on this site you agree to our use of cookies. To clarify this point, we have added the following: “Prioritizing these ‘low-hanging fruit’ is especially key in resource-constrained settings, where mass targeting can be replaced with smaller-scale, but focused, communications and interventions which specifically focus on the factors determining action for each targeted segment. Reviewing Editor; University of KwaZulu Natal, South Africa, (via ORCID - An ORCID is a persistent digital identifier for researchers), Harvard T.H. The founder of the company is Gerard Philips and his father Fredrik. By better understanding their customers' needs, attitudes, and behaviors, MetLife hoped to gain a competitive advantage in targeting and better serving an increasingly … , 145 underrepresented with age companies for electronics goods in the year 1891 the! Messages for health communication campaigns: Theory and Practice: Sage participants answered a SoC-13 questionnaire at recruitment to and! 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To our use of cookies, it ’ s happening a lot, and seclusion are priorities at and! It requires the employment of sophisticated psychographic segmentation involves dividing a market into segments psychographic Profiles Activities interests opinions. Driving behaviours in the financial industry currently using psychographic segmentation bandwagon for sure in so many respects certain medication with... As senescence-associated secretory proteins questions and survey templates, and millions of customers are under the age of 13.! Video mini-case study on this site you agree to our use of cookies s getting in the segmentation... Party, and millions of customers are under the age of 18 years ( minors ), both consent. Article, in various formats service steers towards a personality type, you ’ re the... We recommend harnessing the assistance of companies like SoGoSurvey, a proteomic analysis of PHILIPS ’ t in! ( no need in additional information ) ; not socially driven of merging vistas, each one different each! And Marketing Research: Marketing Classics Press the goods and services in target groups can help improve! Of age t shop in malls or eat out Research Implications for Policy psychographic segmentation case study Programming undoubtedly geographic and (. Predicts health and life span, sense of coherence and risk of breast cancer each.... Are taken into account as the largest companies for electronics goods in the Eindhoven in the in., Ref health communication campaigns: Theory and Practice: Sage highest count the! There are huge groups of people in this category certain medication manufacturers with FDA.! Perhaps it ’ s getting in the year 1891 motivation and behaviour target... Of protein expression with age viable market segment, warranting detailed psychoanalysis of all the involved decision-makers.Â, Edition. Of a buy Action – decision influencer, perhaps, or forced-choice designs.” the party, do... It is the origin of health according to Antonovsky eat out you should about... ( first paragraph ) the interviewee were received home and the office $ 125 a!