Using Psychographics as a baseline for segmentation, marketers are able to understand the reasoning behind consumer behavior, what subconsciously drives them to purchase a product or a service.
In today’s world, as companies become more data driven, the problem can arise of becoming overwhelmed with the high volume of data they receive and/or not knowing what to do with all the data they already have
There have been various methods over the course of the years of trying to understand the reason behind consumers’ actions. With the most popular one being behavioral analysis, which focuses on the previous actions of consumers like their purchasing behavior or online activities. Although this process gives an indication towards consumer tendencies, are decisions just based on past behaviors?
The answer is no, your decisions are based on who you are.