Due to the current inflationary environment many in FMCG are stating shoppers want ‘value’. As an industry how can we deliver value? Step 1 is to clearly understand what shoppers mean by ‘value’. Psychographics is a term that tries to capture psychological factors that may influence a shoppers’ buying behaviour. There are numerous factors including activities, attitudes, behaviours, interests, lifestyle, opinions, personality and values that could be part of psychographic market segmentation. Obviously not all factors are important in all purchases.