In marketing, psychographics refers to the study of consumers based on their psychological and cognitive attributes, such as their beliefs, values, thoughts, hopes, and goals.

Psychographics can be analyzed in combination with demographics such as age, gender, race, and location.

These two pieces of data can lead to a better understanding of consumers’ purchasing behaviours.

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Chapters
0:00 What are Psychographics?
1:11 Psychographics versus Demographics
3:07 Building a Psychographic Profile
4:41 Behavioural characteristics & Geographic data
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