Abstract:

The purpose of this article is to outline the preliminary work we in IBRO have been doing on psychographic segmentation. I will, firstly, say something briefly about the background and basis of the work done, I will then indicate the discriminating power of the psychographic groups evolved and then discuss the extent to which psychographics can illuminate behaviour, i.e. whether they could be useful in segmenting the market or whether they are likely to be more valuable in aiding the promotion of financial services.