Grassroots Digital Marketing Studio

The 16 Personalities of Marketing Segmentation

Personality tests have become very popular in the last few years.  We look at how the 16 personalities fit into demographic marketing, specifically psychographic segmentation.

THE 16 PERSONALITIES OF marketing segmentation

Personality tests have become very popular in the last few years.  I thought it would be interesting to look at how personalities fit into demographic marketing.

what is market segmentation?

To understand what Psychographic Segmentation is, we have to examine what market segmentation is and why it is important to marketers.

Market Segments

Market Segments

Market segmentation is used to identify different groups within your target audience to provide a more targeted and personalized message to them.

There are 4 types of market segmentation

1

Demographic Segmentation

Demographic characteristics include age, education, ethnicity, gender, income, region and other easily identifible traits.

2

Psychographic Segmentation

Demographic characteristics include beliefs, hobbies lifestyles, goals and more individualized traits.

3

Geographic Segmentation

Geographic characteristics include specific country, city, state, or could more broadly identified, such as the “American Southwest”

4

Behavioral Segmentation

Behavioral characteristics include brand interactions, brand loyalty, browsing habits, purchasing and spending habits.

Market segmentation allows you to customize your marketing to different parts of your audience.  This creates a more personalized customer journey.  Market segmentation is a way to scale this personalization without having to get to know each individual customer.  

Understanding your customers

Understanding your customers is the first step in being able to segment them.  Knowing the segments of your target audience will make it easier for you to market to them and to personalize your marketing strategy so that your messaging appeals to that specific segment.  Also, knowing which segment represents the biggest opportunity for you in terms of return will ensure that you don’t waste time and money. 

Data Analytics

Your ability to create market segmentation relies heavily on data.

The "why" of Market Segmentation
Psychographic segmentation

Psychographic segmentation is the one of the four areas of marketing segmentation that asks “why”.  What is the motivation behind your customers decisions to purchase or not purchase your goods and services.  Psychographic segmentation looks at your customers’ personalities and personal interests.  

Psychographic segmentation can be the most difficult of the four types of market segmentation to identify.  

what is personalized marketing

Personalized marketing is the best kind of marketing.  It’s also what will set you apart from your competition.  It’s relatively easy to find out people’s demographic and geographic locations, but how to you learn how they live? what do they belief in? what is important in their life?

How effective is personalized marketing?

In 2017, researchers from Columbia University, Stanford University, University of Pennsylvania, and the University of Cambridge wrote a study on psychological targeting as an effective approach to digital mass persuasion.  Their overarching research looked at how advancements in the assessment of psychological traits from digital footprints could be used to target ads with the effect of creating mass persuasion through influencers.  Now we aren’t interested in mass persuasion, but they were, in one case, able to target introverted or extroverted people based on  shared information on Facebook.

16 PERSONALITIES of marketing segmentation graphic

How do I personalize marketing?
Social listening

A study from the University of California found that computers are better at judging a person’s personality than their family and friends were.  Frightening, but true.  But you don’t need a team of researchers or a bank of high-powered computers to figure out the attitudes of your target customers. 

The fact is we offer a lot of insight into who we are online.  Our digital footprints can tell a great deal about what we like, what we belief, why we like certain things and don’t like others.

what is social listening

Social listening is active task of tracking, analyzing data from and responding and engaging in conversations about your brand online.  You can see why this would be such a critical action in developing a It’s a crucial component of audience research.

Social listening is Not just social monitoring.  Social monitoring is just looking at the data points to make determinations.  These could be mentions, hashtag usage, competitor metrics.  

Social listening is social listening AND putting in an action plan.  This could take the form of responding, taking feedback and incorporating it into your business.  These could be small or big actions for your business.  It is about listening and incorporating it thoughtfully. 

Free social listening tools for social media sentiment

There are quite a few tools out there to be able to conduct social listening on your own.  Some have free versions to compliment their paid versions, which is a great way to get started if you have a small business.  Free social listening tools to use include:

Marketing Segmentation Process
individualized marketing

Your target audience is more than someone’s age, their location or some similar metric.  The more you can identify with your customers and the more they identify with you the stronger your relationship will be.

market segmentation

More information about the Personality Types

If you are interested in learning more about the 16 personalities we suggest you check out Truity www.truity.com.  Truity has a wealth of information and also provides personality testing.  

We have summarized the PERSONALITY TYPES here

LOGISTICIAN
ISTJ

THE LOGISTICIAN

Practical and fact-minded individuals, whose reliability can not be doubted

the archetect
INTJ

THE ARCHITECT

Imaginative and strategic thinkers, with a plan for everything

the
ESTJ

THE EXECUTIVE

Excellent administrators, unsurpassed at managing people

the
ISTP

THE VIRTUOSO

Bold and practical experimenters, masters of all kinds of tools

the debater
ENTP

THE DEBATER

Smart and curious thinkers who cannot resist an intellectual challenge

the commander
ENTJ

THE COMMANDER

Bold, imaginative and strong­-willed leaders, always finding a way - or making one

advocate
INFJ

THE ADVOCATE

Quiet and mystical, yet very inspiring and tireless idealists

entertainer
ESFP

THE ENTERTAINER

Spontaneous, energetic and enthusiastic entertainers - are never boring

consul woman
EFSJ

THE CONSUL

Extraordinarily caring, social and popular people, always eager to help

defender
ISFJ

THE DEFENDER

Very dedicated and warm protectors, always ready to defend their loved ones

doctor
INTP

THE LOGICIAN

Innovative inventors with an unquenchable thirst for knowledge

girl on phone adventurer
ISFP

THE ADVENTURER

Flexible and charming artists, always ready to explore and experience something new

business woman
ESTP

THE ENTREPRENEUR

Smart, energetic and very percepti­ve people, who truly enjoy living on the edge

mediator
INFP

THE MEDIATOR

Poetic, kind and altruistic people, always eager to help a good cause

protagonist
ENFJ

THE PROTAGONIST

Charismatic and inspiring leaders, able to mesmerize their listeners

campaginer
ENFP

THE CAMPAIGNER

Enthusiastic, creative and sociable free spirits, who can always find a reason to smile

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