The needs of customers today are no longer captured by simple demographics — age, location or income. They fail to capture the multifaceted, dynamic nature of customer identities, desires and behaviours.
To genuinely resonate with customers and design products and services that cater to evolving user needs, we need a more holistic approach.
User segmentation through psychographics and behavioural archetypes offers a nuanced understanding of your target audience, that goes considerably deeper than simple demographics.
Psychographics explore factors like values, attitudes, interests and lifestyles, while behavioural archetypes let us create realistic portrayals of customers based on their observed actions and relevant behavioural insights.
