Astrology and Market Segmentation

Can we make use of astrology for industry segmentation purposes? Let's discover the distinct notion. A single of the major troubles for marketers is to recognize the psychographic qualities of their target groups. In other words it is tricky to fully grasp their prospective users' personalities, values, attitudes, interests, and lifestyles. Marketers can have a lot of facts for their prospects behaviors for instance the webpages they have visited, the merchandise they have bought and so on but they never have a clue about who they seriously are.

The only way to collect such information and facts is to convince their prospects to fill in hard psychological questionnaires, but this is of course rather optimistic...

So right here is exactly where astrology can play a very important part in identifying people today psychographic traits. The terrific benefit of astrology is that with minimum quantity of facts, only the date and time of prospects' birth, can make their very analytic character profiles. That facts can be conveniently combined with prospects' demographics and behavioral information and facts to reach a extra precise segmentation of your market place.

The question that naturally arises is "Can we rely on astrology for business enterprise troubles?" I not too long ago study a book about astrology whose writer, a properly-recognized astrologer stated that "I never know why astrology functions but it does function!" Astrology is an ancient practice, it has been dated to the third millennium BC, and not only has survived up to now, but it is extensively utilized by millions of folks worldwide. That indicates that even though astrology cannot be scientifically proved it has deep roots in our collective unconscious. Furthermore the fact that astrology can not be proved it does not imply that we can reject it, this is not a scientific method.

The utilization of astrology for market place segmentation has currently been investigated. In his paper "Utilizing astrology in market place segmentation" (1995), Management Choice, Vol. 33 Iss: 1, pp.48 - 57, V-W. Mitchell, concludes that "Astrology might have some make use of when applied to distinct populations or sub-groups inside distinct lifestyle and character-associated markets."

The make use of of astrology, potentially, enables us to combine the measurement of demographics, with the psychological insights of psychographics. It is appropriate for segmentation purposes given that it creates segments that are measurable, substantial, accessible, exhaustive, fairly steady over time, most likely to respond differently towards different marketing and advertising applications and have clear boundaries.

Most people today agree that different indicators of zodiac correspond to fundamentally different varieties of personalities. So primarily based on the 12 zodiac indicators we can have 12 segments. If we combine the ascendant with the 12 zodiac indicators we can have 144 possible segments. If we add far more astrological parameters we can have even a lot more segments. If we use the personal astrological chart of our prospects we can have a rather detailed psychographic profile for each A single of them,which can be beneficial for A single to One particular advertising and marketing. The possible of Making use of astrology for market place segmentation purposes appears really promising, specially for higher emotionally involvement obtain processes.

Social Stars application ( [http://socialstars.katoptron.com/] ) aims at combining astrology and marketplace segmentation for supplying the 1st solution recommendation service that will be primarily based on its customers personal astrology chart. Now is in a beta version and it delivers a simple astrology profile. Register now to be A single of the initially to have solution recommendations primarily based on your personal astrological chart.