User:MizuAzul/Psychographics

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Psychographics is defined as "market research or statistics classifying population groups according to psychological variables" The term psychographics is derived from the words “psychological” and “demographics” Two common approaches to psychographics include analysis of consumers' activities, interests, and opinions (AIO variables), and values and lifestyles (VALS). Psychographic segmentation is a technique for grouping populations into sub-groups according to similar psychological variables.

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Uses

Psychographics is utilized in the field of marketing and advertising to understand the preferences of consumers and to predict behavior. Private research companies conduct psychographic research using proprietary techniques. For example, VALS is a proprietary framework created by Strategic Business Insights that separates US adults into eight distinct types by evaluating their motivations and resources to understand anticipated consumer behavior. Psychographics is often used for market segmentation and improved target marketing. (graphic)

Psychographic segmentation is also applied to other fields and across cultures in order to understand motivations and behavior including healthcare, politics, tourism and lifestyle choices.