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Psychographics
Psychographic information deals with attitudes, opinions and values. It attempts to move beyond the important, but strictly external information of demographics and into the heart and mind of a person. This type of information can shed light on beliefs and values, areas of personal concern and pain, hopes and expectations. Psychographic information is typically obtained through surveys of one sort or another and then projected onto the larger population. If your mission involves working with or assisting other people, this type of information can be extremely valuable in understanding the kinds of issues and pressures affecting your target audience.
With Psychographics coloring in the outlines provided by demographics, you are now ready to ask the next set of questions: How people are likely to behave in certain situations? What is the best way to communicate with them?