Psychographics in marketing is a technique for grouping populations into sub-groups according to similar psychological variables. It is the qualitative methodology of studying consumers based on psychological characteristics and traits such as values, desires, goals, interests, and lifestyle choices. Psychographic data includes a buyers spending habits, hobbies, thoughts, values, and other pieces of their psychological makeup. Psychographics is often used for market segmentation and improved target marketing. It is utilized in the field of marketing and advertising to understand the preferences of consumers and to predict behavior. Psychographic profiling collates a consumers psychological behaviors to inform digital marketing.

Some examples of psychographic characteristics that researchers commonly study include personalities, attitudes, beliefs, values, and goals. Psychographic segmentation breaks down customer groups into segments that influence buying behaviors, such as beliefs, values, lifestyle, and social status. Psychographic data uncovers why a consumer might buy a product, allowing marketers to create marketing campaigns that appeal to them specifically.

To gather psychographic data, marketers can use surveys, interviews, focus groups, and social media analytics. Psychographic segmentation is increasingly important today as consumers group themselves into smaller and smaller interest tribes. By using psychographics, digital marketers can create much more targeted marketing campaigns, which is great for businesses and better for consumers.