psychographics

American  

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

noun

(used with a singular verb)

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

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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

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Etymology

Origin of psychographics

psycho- + (demo)graphics

Example Sentences

Instead, he focuses on what he calls “psychographics,” the aspirational nature of a young and diverse consumer base interested in travel, cuisine and the fête — the party — of life.

From Washington Post

The use of so-called psychographics in the Trump campaign had been denied by the firm before its collapse.

From BBC

Mitsubishi Motors North America said that its ad placements were “determined based on demographics and psychographics, not politics.”

From New York Times

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

While working on the Cruz campaign in the 2016 US election, Cambridge Analytica partnered with a Cambridge University academic, Aleksandr Kogan, to explore "psychographics", a marketing practice that involves psychologically profiling individuals and tailoring adverts to their personalities.

From The Guardian