The psychology of consumer profiling in a digital age - 2

Understanding how consumers choose between different products and services is a crucial part of professional marketing.

Using psychology to segment consumers has been regarded as a valuable adjunct to standard geo-demographic definitions of market segments.

This text examines how this field of 'psychographics' has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works.