Psychographic segmentation of the self-employed: An exploratory study

Abstract

Although it is well established in the academic literature that entrepreneurs share common traits, there has been limited research dedicated to evaluating psychographic profiles of the self-employed. Using the Nominal Group Technique, the authors gleaned insight from a panel of experts in an effort to segment the self-employed based on personality traits and the benefits they receive from an entrepreneurial career. The findings show that self-employed individuals can be classified into four distinct segments: Exemplars, Generals, Moms and Dads, and Altruists. Each group derives different benefits from self-employment. Understanding these benefits can greatly assist entrepreneurship educators and marketers of small business oriented products and services.

Citation

Kenney, M.G. and Weinstein, A. (2010), "Psychographic segmentation of the self-employed: An exploratory study", New England Journal of Entrepreneurship, Vol. 13 No. 2, pp. 47-56. https://doi.org/10.1108/NEJE-13-02-2010-B004