As part of my research on research assignment I had to define what psychographics are, psychographics is a research tool used to help marketers understand the motivational and cognitive or non conscious drives of a target audience. In market research and social science research in general, psychographic variables are attributes relating to personality, values, attitudes, interests, or lifestyles. Sometimes they’re referred to as interest, attitude and opinion variables.
http://www.marketsegmentation.com/what_are_psychographics.html
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