psychographics

American  

[sahy-kuh-graf-iks] / ˌsaɪ kəˈgræf ɪks /

noun

(used with a singular verb)

1. the use of demographics to determine the attitudes and tastes of a particular segment of a population, as in marketing studies.

---

psychographics British  

/ ˌsaɪkəʊˈɡræfɪks /

plural noun

1. (functioning as singular) the study and grouping of people according to their attitudes and tastes, esp for market research

---

Etymology

Origin of psychographics

psycho- + (demo)graphics

Example Sentences

The Japanese auto and ship giant concurred, telling the Beast that “our advertising media spend is determined based on demographics and psychographics, not politics.”

From Washington Times • Dec. 18, 2018

In an interview this month with The Times, Mr. Wylie said that Palantir employees were eager to learn more about using Facebook data and psychographics.

From New York Times • Mar. 27, 2018

That includes psychographics, and “really powerful analytics and automated technology,” and “AI-driven systems that can be used for misinformation on a massive scale.”

From Washington Post • Mar. 23, 2018

The partners devised a convoluted corporate structure, forming a new U.S. company, owned almost entirely by Mercer, with a license to the psychographics platform developed by Wylie’s team, according to company documents.

From Seattle Times • Mar. 17, 2018

In the hopes of making us hate ads slightly less, they collect as much information about our demographics, psychographics and online behavior as possible, delivering ads tailored specifically to us.

From Slate • Jan. 8, 2015