Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles.

In ethics, value denotes the degree of importance of some thing or action, with the aim of determining what actions are best to do or what way is best to live, or to describe the significance of different actions.

Personality is a set of individual differences that are affected by the development of an individual: values, attitudes, personal memories, social relationships, habits, and skills.

In general, an opinion is a judgment, viewpoint, or statement that is not conclusive.

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Because this area of research focuses on interests, attitudes, and opinions, psychographic factors are also called IAO variables.

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Psychographic studies of individuals or communities can be valuable in the fields of marketing, demographics, opinion research, prediction, and social research in general.


They can be contrasted with demographic variables, behavioral variables, and organizational demographics variables, such as industry, number of employees, and functional area.


Psychographics is often confused with demographics, where historical generations may be defined both by demographics, such as the years in which a particular generation is born or even the fertility rates of that generation's parents, but also by psychographic variables like attitudes, personality formation, and cultural touchstones.


For example, the traditional approaches to defining the Baby Boom Generation or Generation X or Millennials have relied on both demographic variables and psychographic variables.

Generation X is the demographic cohort following the baby boomers and preceding Generation Y. There are no precise dates for when this cohort starts or ends; demographers and researchers typically use starting birth years ranging from the early to mid-1960s and ending birth years ranging from the late 1970s to early 1980s.

Baby boomers are the demographic group born during the post–World War II baby boom, approximately between the years 1946 and 1964.


When a relatively complete profile of a person or group's psychographic make-up is constructed, this is called a "psychographic profile".


Psychographic profiles are used in market segmentation as well as in advertising.

Market segmentation is the process of dividing a broad market, normally consisting of existing and potential customers, into subsets of consumers, that exhibit some type of shared characteristics.

Advertising is an audio or visual form of marketing communication that employs an openly sponsored, nonpersonal message to promote or sell a product, service or idea.


Some categories of psychographic factors used in market segmentation include:


activity, interest, opinion


Psychographics can also be seen as an equivalent of the concept of "culture" when it is used for segmentation at a national level.

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