These are psychographic criteria. They are often difficult to implement and require in-depth analysis. In this case, your lines of thinking may include:
What values are important to my customers?
Which social class do they belong to?
What are their interests?
What can be said about their personality?
If you work in the ICT sector: are they tech-savvy?
If you work in tourism: where do they spend their vacations?
These questions depend on your activity and the nature of your customers. Adapt your analysis according to your objectives and your business sector.
(Source: Martech)
Geographic criteria are also important. Your approach will differ depending on where your customers live and their immediate and broader environment. Relevant questions include:
In which region, city, or district do my customers live?
Do they live in rural or urban areas?
How close are they to a major city?
What type of city do they live in?
Understanding where your customers live also means understanding their environment. This allows you to reach them through familiar channels, and your message will fit more naturally into their reality.
One of the key challenges of this study is gaining a practical understanding of your market segments. Socio-demographic criteria are an excellent way to classify customers into relevant categories.
Are your customers men, women, or another category?
What socio-professional category do they belong to?
What is their income level?
What is their level of education?
What is the size of their household?
The stronger your understanding of these criteria, the more solid your market segments will be.
Finally, buying behavior is a determining factor in your study. Understanding how customers buy will help you position your product in the most appropriate way to maximize market penetration. Key questions include:
What products or services do they buy?
In what quantities do they make these purchases?
Which products do they use?
What benefits do they gain from them?
Through which channels do they make their purchases?
Are they loyal to a brand?
When analyzing purchasing behavior, the RFM method (Recency, Frequency, Monetary value) helps collect useful information:
Recency: the date of the last customer contact or purchase
Frequency: the number of purchases over a given period
Monetary value: the total amount spent during that period
If you decide to use this method, compare at least four different time periods. Keep in mind that customer habits can change, and customers may move from one category to another over time.
In the case of B2B customers, additional criteria can be analyzed:
How is the company structured from an organizational point of view?
In which industry does it operate?
If it belongs to a value chain, what is its position within that chain?
How are purchasing decisions organized?
What is its annual revenue?
January 26, 2026 - BY Admin