In-store advertising: Should psychographic studies play a role?

Whether you're working with digital signs or static POP displays, creating in-store advertising content is hard work. Aside from making sure that the appropriate information about product quality, price, and availability is properly conveyed, marketers need to consider the design and readability of the message, target specificity, and how the content contributes to the retail experience. Plus, you have to ensure that the in-store ad is effective during the 3-7 second "first moment of truth", when a shopper begins to make her purchase decision. In the course of discussing these challenges with some of our customers, we happened upon a subject that periodically makes the rounds in the advertising world: psychographic segmentation.

The basics of psychographic segmentation are pretty straightforward, and I particularly like how NetMBA defines the term:

Psychographic segmentation groups customers according to their lifestyle. Activities, interests, and opinions (AIO) surveys are one tool for measuring lifestyle. Some psychographic variables include:

Read the entire article here.