psychographics

[sahy-kuh-graf-iks]
noun (used with a singular verb)
the use of demographics to determine the attitudes and tastes of a particular segment of a population, as in marketing studies.
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World English Dictionary
psychographics (ˌsaɪkəʊˈɡræfɪks)
 
pl n
(functioning as singular) the study and grouping of people according to their attitudes and tastes, esp for market research

Collins English Dictionary - Complete & Unabridged 10th Edition
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Example sentences
Psychographics involves studies of consumers based on social and psychological characteristics.
Include demographics and psychographics in your description.
Consumer variables are mostly demographics and psychographics, but also include anatomy, physiology and genetics.
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