What is Psychographic Information?
Psychographics, also known called IAO variable (interest, activities, and opinions), is not quantitative and does not use simple numbers and figures. It classifies the target market's feeling toward consumer goods (e.g., what they want & why, how they carry on their everyday lives, what they value, how they make choices when it comes to what they purchase, etc.) by groups of people based on attitudes or beliefs and is sometimes referred to as "lifestyles." This category builds on demographics which look at groups based on quantifiable things like race, age, income, etc.
REMEMBER: Demographic data may also be located in these resources so be sure to understand the definitions of demographic and psychographic data.
Psycholgraphic Information Sources
American Marketplace: Demographics and Spending PatternsDemographics and spending patterns of American consumers in one handy volume.
- Claritas - MyBestSegmentsClaritas lifestyle segmentation systems define every household in the U.S. by distinct lifestyle types, called "segments", to provide a comprehensive picture of who lives where and what they are like.
- Consumer Expenditure SurveyThis Bureau of Labor Statistics program provides information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit characteristics (families, singles, etc.).
- Consumer Use of the Internet & Mobile WebCompiles top-line consumer Internet use and expenditure data from information sourced from top research organizations.
- Survey of Consumers - University of MichiganNational data collection and analysis of social science data.
- Statista This link opens in a new windowStatista is a statistics, market research and business intelligence portal. It provides access to data from market and opinion research institutions, as well as from business organizations and government institutions.
- VALSVALS™ is a marketing and consulting tool. The system identifies current and future opportunities by segmenting the consumer marketplace on the basis of the personality traits that drive consumer behavior.