2. 2
Biofortis psychological segmentation tool
Ø A characterization of each consumer thanks to psychological scales
Ø A deeper explanation of clusters of product- preferences
Ø Emotional Felt Scale
Ø Product Visual Interest Scale
Ø Tactile Interest Scale
Ø Social Comparison scale
Ø Self Presentation scale
Ø Informational Analysis scale
Ø Familiarity preference scale
Ø Need of Opinion scale
Ø Textile Involvement scale
• To target your consumers
• To talk to them in their « psychological » language, for
names, ads, packs,...
