Psychographic Segmentation of the Self-employed: An Exploratory Study

Authors

Matthew G. Kenney, Kenney CollegeFollow
Art Weinstein, Nova Southeastern UniversityFollow

Issue Season

Fall

Document Type

Research Article

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.

Recommended Citation

Kenney, Matthew G. and Weinstein, Art (2010) "Psychographic Segmentation of the Self-employed: An Exploratory Study," New England Journal of Entrepreneurship: Vol. 13: No. 2, Article 6.
Available at: https://digitalcommons.sacredheart.edu/neje/vol13/iss2/6