Mapping mindset: AI-based psychographic segmentation using the Value Map approach

Segmentation based on psychographic criteria, such as values and lifestyles, is essential for effective market development and long-term growth, yet it remains costly, complex, and methodologically demanding in practice. This article introduces an AI-supported approach designed to overcome these challenges. We present the Value Map, an innovative framework that integrates large language models (LLMs) with established psychological value theories to enable scalable customer segmentation based on intrinsic values. The Value Map consists of nearly 500 distinct values that are organized in a structured, interpretable semantic space and can be used to guide and stabilize AI-based analyses of qualitative data. We demonstrate the applicability of this approach using large-scale textual data from thousands of active members of the Porsche Brand Community Rennlist, illustrating how the Value Map enables consistent and meaningful psychographic segmentation at scale. The method is further validated through expert focus groups involving marketing researchers and practitioners, who assess the usability, credibility, and practical relevance of the resulting segments. Overall, the findings advance theoretical understanding of psychographic and value-based segmentation and provide a transparent, AI-enabled tool that enhances the reliability and practical applicability of LLMs in market research and brand strategy.