Psychographics Jonathan Poland

Psychographics is the study of personality, values, attitudes, interests, and lifestyles. It is a research method used to identify and understand the underlying motivations and behaviors of consumers, and to develop marketing strategies that target specific groups of consumers.

Psychographics is often used in conjunction with demographics, which is the study of characteristics such as age, gender, income, and education. While demographics provide information about who consumers are, psychographics helps to understand why they make the purchasing decisions they do.

There are several key aspects of psychographics that are relevant to marketing research. The first is personality, which refers to the unique characteristics that make up an individual’s identity. Personality traits can influence consumer behavior, such as whether someone is adventurous or risk-averse, or whether they are extroverted or introverted.

The second aspect of psychographics is values, which refer to the beliefs and principles that guide an individual’s behavior. Values can influence consumer behavior by shaping an individual’s priorities and preferences. For example, someone who values sustainability may be more likely to purchase environmentally-friendly products.

The third aspect of psychographics is attitudes, which refer to an individual’s opinions and feelings about a particular topic or issue. Attitudes can influence consumer behavior by shaping an individual’s preferences and decision-making processes. For example, someone with a positive attitude towards a particular brand may be more likely to purchase products from that brand.

Psychographics can be useful for marketers because it allows them to develop more targeted and effective marketing strategies. By understanding the underlying motivations and behaviors of consumers, marketers can create messages and offers that are more likely to resonate with specific groups of consumers. This can help to improve the effectiveness of marketing efforts and increase the likelihood of success.


A customer’s motivation for a purchase. For example, a gym that targets customers motivated by self-improvement and a desire for social status. In practice, psychographics are often far more specific than the general list above. For example, “a motivation to solve the problem of ocean plastic” as opposed to “doing good.”

  • Comfort
  • Connectedness
  • Convenience
  • Curiosity
  • Doing Good
  • Escapism
  • Fear of Missing Out
  • Health
  • Practical Need
  • Privacy
  • Publicity
  • Safety
  • Satisfaction
  • Self-Fulfillment
  • Self-Improvement
  • Self-indulgence
  • Social Status

Interests & Activities

Things that customers find interesting and how they spend their time. For example, a cafe for people who are interested in social interaction and are devoted to their pets.

  • Activism
  • Adventure
  • Animals Art
  • Business
  • Culture
  • Do-it-yourself
  • Entertainment
  • Fashion
  • Film
  • Fitness
  • Food
  • History
  • Low Technology
  • Luxury
  • Media
  • Music
  • Nature
  • Nostalgia
  • People
  • Pets
  • Politics
  • Quiet Time
  • Social Life
  • Social Media
  • Sports
  • Technology
  • Tradition
  • Travel
  • Volunteerism

Values, Opinions & Attitudes

Elements of an individual’s worldview. For example, a car targeting individuals who are strongly protective of family and risk avoiding.

  • Civil
  • Collectivist
  • Conservationist
  • Conservative
  • Disengaged
  • Emotional
  • Environmentalist
  • Idealistic
  • Individualist
  • Liberal
  • Logical
  • Naturalistic
  • Optimistic
  • Pessimistic
  • Progressive
  • Reactionary
  • Realistic
  • Rebellious
  • Religious
  • Risk Avoiding
  • Risk Taking
  • Secular
  • Social Activist
  • Traditional


Behavior is a common type of market segment that often overlaps with psychographics. For example, a product with low environmental impact that targets conspicuous conservation whereby consumers purchase products that they view as good for the world.

  • Brand Loyal
  • Bulk Buyer
  • Channel Preference
  • Comparison Shopper
  • Competitive Shopper
  • Compulsive Shopper
  • Conspicuous Conservation
  • Conspicuous Consumption
  • Cynical
  • Diligent
  • Early Adopter
  • Expert User
  • Extroverted
  • Frequent Shopper
  • Impulsive Shopper
  • Influencer
  • Introverted
  • Late Adopter
  • Novice User
  • Open to Experience
  • Preference for Certainty
  • Price Insensitive
  • Price Sensitive
  • Quality Seeker
  • Research Shopper
  • Reserved
  • Resistant to Change
  • Social
  • Status Seeker
  • Tolerance for Uncertainty
  • Value Seeker
Learn More
Employee Goals Jonathan Poland

Employee Goals

Employee goals are specific targets or objectives that are set for an individual employee in order to align their work…

Message Framing Jonathan Poland

Message Framing

Message framing is the way in which information and communications are constructed and presented. The way a message is framed…

Accounts Receivable Jonathan Poland

Accounts Receivable

Accounts receivable (AR) are the outstanding amounts owed to a business by its customers for goods or services provided on…

Strategic Risk Jonathan Poland

Strategic Risk

Strategy risk refers to the potential for losses resulting from the implementation of a particular strategy. All strategies carry some…

Customer Service Techniques Jonathan Poland

Customer Service Techniques

Customer service is any person-to-person exchange between a business and a customer. Developing successful customer service is essential for any…

Product Management Jonathan Poland

Product Management

Product management is the practice of managing a portfolio of products throughout their lifecycle from concept to end-of-life. It can…

Business Strategy Examples Jonathan Poland

Business Strategy Examples

A business strategy refers to a long-term plan that outlines the future direction of a company and how it will…

Needs Identification Jonathan Poland

Needs Identification

Needs identification is the process of discovering and understanding a customer’s needs, constraints, pain points, and motivations. This is a…

What is Globalization? Jonathan Poland

What is Globalization?

Globalization refers to the increasing interconnectedness and interdependence of the world’s economies, cultures, and populations, brought about by advances in…

Content Database

Search over 1,000 posts on topics across
business, finance, and capital markets.

Added Value Jonathan Poland

Added Value

The total combined industries of consumer goods and services.

Root Cause Analysis Jonathan Poland

Root Cause Analysis

Root cause analysis (RCA) is a method of identifying the underlying causes of a problem or issue in order to…

Customer Acquisition Jonathan Poland

Customer Acquisition

Customer acquisition is the process through which a business attracts and persuades consumers to avail its products or services, thereby…

What Is Analysis? Jonathan Poland

What Is Analysis?

Analysis is the process of breaking something down into its component parts in order to better understand it. This is…

What is a Lifestyle Brand? Jonathan Poland

What is a Lifestyle Brand?

A lifestyle brand is a type of brand that is designed to appeal to a particular way of life or…

Market Potential Jonathan Poland

Market Potential

Market potential is the entire size of the market for a product at a specific time. It represents the upper limits of the market for a product. Market potential is usually measured either by sales value or sales volume.

Customer Service Techniques Jonathan Poland

Customer Service Techniques

Customer service is any person-to-person exchange between a business and a customer. Developing successful customer service is essential for any…

Technology Ethics Jonathan Poland

Technology Ethics

Technology ethics refers to the principles that guide the development, use, and management of technology, taking into account factors such…

Job Levels Jonathan Poland

Job Levels

Job levels, also known as career levels or job grades, refer to the hierarchical structure within an organization. They are…