Psychographics refer to the study of consumers based on their psychological attributes, including their interests, values, attitudes, lifestyles, and personality traits. While demographics provide statistical data relating to the population (such as age, gender, income, education, and ethnicity), psychographics delve deeper into the motivations and preferences that drive consumer behavior.
Psychographics are often used in marketing and market research to create more targeted campaigns and understand the underlying reasons why people make purchasing decisions. For example, a brand might analyze psychographic data to identify a particular consumer segment that values sustainability and eco-friendliness, allowing the brand to tailor its messaging and product offerings to resonate with that group's values.
In summary, while demographics offer a snapshot of who consumers are, psychographics provide insight into why they behave the way they do.