Like demographics, psychographics allows people to be grouped—but based on similar attitudes and behaviors in this case. These include aspirations, values, goals, hobbies, interests, and lifestyle behaviors. In a hypothetical study of parents, the researcher may find that the importance of “feeling like a good parent” predicts the likelihood of investing in a particular category of education toys; in this case, “feeling like a good parent” is a psychographic variable. Many research studies use both psychographics and demographics to build a more complete understanding of target markets.
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