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Marketing vocabulary · Segmentation & Targeting

Psychographics

Meaning in marketing, with examples

/ˌsaɪkəˈɡræfɪks/nounCommon term

In marketing, psychographics means: Information about people's attitudes, values, interests, lifestyles and personality, used to understand why they buy and not just who they are.

In Turkish: psikografik özellikler, psikografi

How it is used

Usually paired with demographics in segmentation and persona work. Demographics tell you a customer is 35 and lives in Istanbul; psychographics tell you she loves hiking and cares about sustainability. The adjective is psychographic.

Example sentences

  1. The two segments have similar demographics but very different psychographics.

  2. We used psychographics to separate “health seekers” from “taste seekers”.

Common collocations

  • psychographic segmentation
  • psychographic profile
  • demographics and psychographics
  • psychographic data
  • demographicsFacts about a group of people, such as age, gender, income, education, family status and location, used to describe customers or audiences.
  • market segmentationDividing a large market into smaller groups of customers who share similar needs, characteristics or behaviour, so that each group can be served in a suitable way.
  • buyer personaA realistic but imaginary profile of a typical customer, based on research, with details such as age, job, goals, habits and problems.
  • consumer insightA deep understanding of why consumers think, feel or act the way they do, which a brand can use to create better products or messages.

More terms: Segmentation & Targeting

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