Profiling members according to what they value rather than by demographic characteristics is called psycho-demographic segmentation.
There is an important caution here. It’s critical to understand the difference between stereotyping and segmentation. If I say “because you are part if this group you will behave this way,” then I’m stereotyping. If I say” because you behave this way you are part of this group,” then I’m segmenting.
Such segmentation has been used for many years to develop and target member types or categories. Jacobs lists nine examples, such as “information seekers,” “rising stars,” and “mission members.” ASAE publications that build on the “Allegiance” program have similar group descriptors.
Unfortunately, we’ve seen some association’s misled by inexperienced but well intended marketers using demographics rather than behavior to “predict” values.
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