Today, psychographics is a powerful criterion for effective market segmentation because they take into account the psychological makeup of the consumer:
What motivates your customers?
What principles do they have?
What are their inherent beliefs?
What drives to make conscious or unconscious decisions?
And how can you, as a marketer, predict these patterns of behavior?
Psychographic segmentation operates on the belief that getting to know your customers better will, in turn, help them get to know your brand better.