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Consumer Research

Demographics vs Psychographics

Demographics refer to statistical data (age, gender, income, etc.) collected for a particular population.

Psychographics refer to information about a particular population's attitudes, aspirations, and other lifestyle criteria.

Companies use both psychographic and demographic information in order to segment their markets, establish spending patterns, and create the best buying experiences for their customers.

Be mindful: Finding detailed psychometric data is always expensive unless you're compiling it yourself (sometimes even more costly). Lean on the resources below as much as possible.

Information on Consumer Behavior