Tofu often writes about buyer personas, understanding who your audience is, and collecting actionable insights about them– data to inform the tactics to target your audience. You may know your target audience, but do you know why they buy? In marketing jargon, that’s audience segmentation and typically research at the start of your marketing planning. Demographics tell you who your customers are, while psychographics tell you why they buy.
Psychographic segmentation delves into your customer groups by uncovering the motivations behind your customers’ buying behavior.
