Psychographics Segmentation in Millennium Era

Psychographics divide the market into groups or segments based on psychological characteristics. This psychological characteristic includes personality, lifestyle and values. People in one geographical and demographic segment, can have various types of psychographic segments. So psychographic segmentation details more geographical and demographic segmentation. Groups of men aged 24-30 in the same area can have a variety of personalities, lifestyles and values. Popular psychographic classification is the VALS Strategic Business Insight’s (SBI) framework. VALS divides Americans into 8 main groups based on questionnaires about 4 elements of demographics and 35 elements of attitude. You can get the questionnaire here .



In VALS, the division of segments is based on psychological characteristics, namely innovators, thinkers, believers, accomplishers, fighters, experiencers, Makers, people who survive. Based on information on Wikipedia, an explanation of the characteristics is as follows.


Innovators are people who lead change. They have big income, confidence and rich resources so they are free to set goals and reach them. Maintaining the image is something that is important to them, as a reflection of taste, independence, and character. They are looking for better things.


They have high resources and are motivated by ideal things. They are mature, responsible, professional and educated. His leisure activities are centered at home, but they know what is happening in the world. They are open with new ideas and social change. They are high income and rational and practical decision makers.


Those consumers with low resources are also motivated with ideal things. They are consumers who are conservative and predictable. They like local products and established brands, do not dare to try new things.


They have great resources that are motivated to achieve achievement. They are satisfied with work and family and excel. His political attitude is conservative and respects the authority and status quo. They like established products and services and show their success to their peers.


They are low-power consumers who are motivated to achieve achievement. They have interests such as achievement, but they have weaknesses in economic, social and psychological resources. Style is very important to him because they imitate the people they admire.

Hunter experience

These consumers are high in resources. They are motivated by self-expression. Their age is the youngest, an average of 25 years. They have a lot of energy for physical and social activities. They love shopping for clothes, food, music and other young tastes.


These consumers are low-resource groups who are motivated by self-expression. They think practically and like to make things themselves. They focus on family, work and physical recreation and are less interested in the wider world. They like practical and functional products.


They are consumers with the lowest income. They have very few resources. They are the oldest segment, with a middle value of around 61. With limited facilities, they tend to be loyal to the brand.

To find out psychography based on the VALS framework, it is necessary to conduct a questionnaire research. It could also use existing research.

Besides VALS, Facebook and Google have tools that indicate someone’s interest. Google detects someone’s interest based on keywords typed by search engine users. The number of search engine users has increased from year to year. According to, in 2017, 46.8% of the global population has accessed the internet. In one day, August 22, 2018, there were 4 billion internet users in the world, and there were 2.6 billion Google users, and 2.3 billion Facebook users. With many Google and Facebook users, many user profiles are recorded in their database. Not only geographic and demographic, but also signals of interest, or psychographics. The signal of interest can be known from the keywords used in the google search engine. For Facebook, signals of interest can be known from which status makes users stop (a sign of concern and interest), and their involvement in status in the form of thumbs up, comments, and sharing. From there, Facebook identifies user interest profiles. Facebook and Google use computing algorithms to identify it. The algorithmic formula is not published, but marketers can use the identification results.

The method of introducing market interest through Google and Facebook is easier, cheaper and more update compared to VALS survey research above. The percentage comparison between the sample and the population is clearly bigger than Google and Facebook. Facebook has a list of the interests they identified from their algorithms. We can access it via the desktop or laptop computer screen (not via the smartphone screen) in the link below

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