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Saadullah Khan

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Moving towards Behaviourally-based Segmentation Methods

Demographic segmentation is known to be prone to the pitfalls mentioned in Johanna's talk. However, the greatest advantage being of demographic data ease of which it can be used. For example, if you were to go out into the street you could count the number of 18-25 males with relative ease. However, psychographics are harder to get at and people generally do not want to talk about them.

The beauty of the internet is that it allows us to segment BEHAVIOURALLY - discounting both demographics and psychographic to get to what arguably matters most: our actions and what drives them.

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  • Apr 24 2011: If you know you demographics and psychographics you could have the behavior.
  • Mar 16 2011: 'What matters most' (?). That depends what interested in. if you are selling diapers then your prime interest is not psychographics, similarly if concern is over equal opportunities, behavioural segmentation is not what matters most.

    Advertisers and marketeers have been using 'psychographics' for past few decades - even in days before the Internet.