Geographic
Area: urban/sub urban/ rural(can
be multiple if mass market)
Location: divisions
Demographic
Age: range (can be multiple if
mass market)
Gender: m/f/both
Income (monthly/family): range
Family size: range
Education: range: (can be
multiple if mass market)
Occupation: (can be multiple if
mass market)
Persona
Psychographic:
Attitude/Feelings ( towards the
product category and brand):
positive/ negative, indifferent,
dissonant
Lifestyle: mention your TGs
(Porsche case: topgun, elitist/
your report: name them …)and
relate to the lifestyle
segmentation criteria: TV
opposing moderators, …).
Personality traits: mention TGs
(Porsche case: topgun, elitist/
your report: name them …) and
relate to the trait segmentation
criteria ( compulsive,
gregarious, authoritarian,
ambitious
Preference: brands they usually
use / channels they watch/ time
of watching/ semiotics
Values: mention your TGs
(Porsche case: topgun, elitist/
your report: name them …) and
relate to the core value
segmentation criteria
(conservative/ intellectual
autonomy…).
Behavioral:
Volume: (monthly product
usage frequency)
Benefit: (benefits they are
looking for from this purchase)
Loyalty Types: mention your
TGs (Porsche case: topgun,
elitist/ your report: name them
……) and relate to the loyalty
segmentation criteria (insistence,
loyal, split…)