Psychographics

Psychographics is the study and classification of people according to their attitudes, aspirations, values, interests, lifestyles, and other psychological criteria. Unlike demographics, which focus on observable characteristics like age, gender, income, and location, psychographics delve into the "why" behind consumer behavior. It seeks to understand the mental and emotional factors that influence decision-making, providing a deeper, more nuanced insight into what motivates a target audience.