According to Marian Burk Wood, author of "The
Marketing Plan Handbook," psychographics form a picture of the consumer's
lifestyle by looking at complexities of lifestyle choices and the impacts upon
personal interests and spending patterns. Psychographics are data that show
many aspects of people and enable a clearer picture in understanding their
drives and needs. It is also thought of aslifestyle marketing. On the other hand, demographics are more general and show population shifts and changes in locations of buying and selling activity which also affects traveling supply and demand. Without psychographics as a holistic tool, it's too easy to lump together groups that are seemingly similar, but lack the deep differentiation needed to successfully sell to them.
