Psychographic segmentation analyses personality traits and tonality of consumers based on their text. It then combines this with their opinion and sentiment analysis and divides the consumer into one of four actional segments: loyalist, ambassador, critics, and at-risk. 

At Symanto, we go a step further by providing bespoke psychographic segmentation. This leverages additional consumer traits like interests and motivation as a service for marketing communication. Our personality traits model is based on Carl Gustav Jung’s psychological types and our communication style model is based on Friedemann Schultz von Thun’s communication theory.