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How to Use an Attitudinal Segmentation to Uncover Customer Insights


Attitudinal segmentations are a powerful marketing technique that allow brands to categorize consumers based on their attitudes, beliefs, values, and opinions. Unlike traditional demographic segmentation, which focuses solely on factors like age or gender, attitudinal segmentation delves into the psychological aspects of consumer behavior. By understanding the underlying motivations and preferences of different consumer groups, brands can tailor their marketing efforts to effectively engage and resonate with specific target segments.


The output of an attitudinal segmentation analysis is a rich profile of the discrete values, personality traits, interests, aspirations, and lifestyle preferences of an audience. This segmentation approach goes beyond surface-level characteristics and helps brands gain a deeper understanding of the unique consumer behaviors that exist within a diverse audience. By uncovering the unique attitudes and motivations of different consumer segments, brands can develop targeted marketing strategies and communication campaigns that resonate with consumers’ specific need states.


As we’ll see, brands can leverage attitudinal segmentations to personalize their messaging, positioning, product offerings, and brand experiences. This tailored approach enhances customer engagement, loyalty, and overall brand perception. It enables brands to create meaningful connections with their target audience and establish long-lasting relationships because they speak to the segment, rather than to a generic audience.


Moreover, attitudinal segmentation helps identify untapped opportunities and potential niches within an audience. By identifying segments with unmet needs or underserved preferences, brands can develop innovative products or services that cater specifically to those segments. Additionally, attitudinal segmentations can inform tailored marketing strategies, refine brand positioning, and deliver more personalized customer experiences. This approach leads to increased customer satisfaction, brand loyalty, and business growth when personalization is table stakes in growing a brand.


What does an attitudinal segmentation tell you about your customers?


An attitudinal segmentation provides valuable insights into the underlying attitudes, beliefs, and values of a brand’s current and/or potential customers. This approach goes beyond traditional demographic factors and delves into the psychological aspects that shape consumer behavior. Here's what an attitudinal segmentation can reveal about your customers:


Core Values

Attitudinal segmentations uncover the core values held by different customer segments. It helps identify the fundamental principles and beliefs that guide their decision-making processes. Understanding these values enables you to align your brand messaging, mission, and values with those of your target segments, establishing a deeper emotional connection, which can, in turn, foster customer loyalty.


Lifestyle Preferences

Attitudinal segmentations shed light on the lifestyle preferences and aspirations of your customers. They can reveal your target market’s interests, hobbies, and activities, providing insights into how they spend their time and what they prioritize in their lives. This knowledge enables you to tailor your products, services, and marketing campaigns to align with their desired lifestyle choices, increasing relevance and resonance.


Emotional Drivers

Attitudinal segmentation helps uncover the emotional drivers that influence your customers' purchasing decisions. It reveals the underlying emotions, desires, and aspirations that impact their brand choices. Understanding these emotional drivers allows you to tailor marketing messages to pull the right emotional strings, enabling stronger connections and brand loyalty.


Brand Perception

While attitudinal segmentations typically don’t provide information directly related to a specific brand, they can provide insights into what consumers care about when choosing a brand. It reveals their attitudes and opinions about products, services, and business practices. By understanding these perceptions, you can address any misalignments, enhance positive associations, and improve overall brand perception among each segment.


Decision-Making Factors 

Attitudinal segmentations help to isolate the key decision-making factors for each customer segment. Whatever it is that influences their choices, whether it's quality, price, convenience, social impact, or other factors, can be uncovered. This knowledge empowers you to prioritize and highlight the factors that matter most to each segment, enabling more effective marketing strategies and product positioning. Your marketing dollars can go much further when you know what drives consideration and purchase rates.



Attitudinal segmentations provide a deeper understanding of your customers' core values, lifestyle preferences, emotional drivers, brand perception, and decision-making factors. This knowledge allows you to tailor your marketing strategies, product offerings, and brand experiences to effectively meet the unique needs and desires of each segment in your target market. It enables you to build stronger customer relationships, enhance brand loyalty, and drive business growth.


Turning attitudinal-based segmentations into action


So, how exactly do you capitalize on attitudinal-based segmentations? Once you have identified and defined your attitudinal segments, you can use the following approaches to directly apply them to your brand’s growth strategy:


Segment Profiling

To effectively translate attitudinal segments into action, it's essential to create detailed segment profiles. These profiles go beyond demographic information and provide a comprehensive understanding of each segment's attitudes, beliefs, values, and preferences. Beyond the data used to create the segments, it’s important to use profiling variables to create richer segments. The richer the segment, the clearer the market strategy.


Profiling variables typically go beyond the psychographic characteristics (interests, lifestyle choices, and personality traits) used to segment the target audience and instead characterize on their demographics, social media channels, and consumer behaviors. This information helps paint a vivid picture of each segment and guide strategic decision-making.


Message Customization

Utilize the attitudinal insights gained from segmentation to customize your brand messaging for each segment. Tailor your communication style, tone, and content to resonate with your target market’s specific attitudes and values. Craft messages that align with their core beliefs and address their unique needs and desires. By speaking directly to their motivations and aspirations, you create a stronger emotional connection and increase the likelihood of engagement, purchase, and brand loyalty.


Product and Service Development

Use attitudinal segmentation to inform product and service development initiatives. Identify the specific needs, preferences, and pain points of each segment and design offerings that cater to their unique requirements. By aligning your products and services with their attitudes and values, you increase the perceived relevance and value of your brand, enhancing customer satisfaction and loyalty.


Customer Experience Personalization

Apply attitudinal segmentation to personalize the customer experience at every touchpoint. From website interactions to in-store experiences, tailor your interactions to match the preferences and expectations of each segment. Consider their preferred communication channels, visual aesthetics, and desired brand interactions. This level of personalization enhances customer satisfaction, strengthens brand relationships, and fosters loyalty.


Targeted Marketing Campaigns

Develop targeted marketing campaigns that specifically address the attitudinal segments you've identified. Craft campaigns that speak directly to the aspirations, beliefs, and values of each segment. Utilize the insights gained from attitudinal segmentation to select the most effective marketing channels, creative elements, and messaging strategies for reaching and engaging each segment. By focusing your resources on the most relevant segments, you optimize marketing efforts and maximize the return on investment.


Continuous Monitoring and Iteration

Attitudinal segmentations are not a one-time exercise. As a brand, you need to continuously monitor and track the attitudes, behaviors, and preferences of each segment. Keeping a pulse on any changes in their attitudes or market dynamics keeps you ahead of the curve and your brand in front of the competition. It’s important to regularly update your segment profiles and adjust your brand strategy accordingly. This iterative approach ensures that your brand stays aligned with evolving consumer attitudes and maintains its competitive edge.



By applying attitudinal-based segments to your brand strategy, you can tailor your messaging, product offerings, customer experience, and marketing campaigns to effectively engage and resonate with each segment. This customer-centric approach drives brand loyalty, enhances customer satisfaction, and positions your brand as relevant and appealing to diverse consumer attitudes and preferences.


Are you eager to identify your brand’s most valuable customers using an attitudinal segmentation? You’re in luck, because that’s exactly what we do. Reach out here and let us know how we can help.

Jordan Boeder

Written by Jordan Boeder

Jordan received his master’s degree and Ph.D. in Developmental Psychology from Claremont Graduate University. After receiving his Ph.D., he worked as a Post-Doctoral researcher at the University of Zurich where he honed his skills in Bayesian data analysis. Jordan uses his years of teaching experience to help distill complex research findings into simple insights.

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