Psychographics

Psychographics is the study and classification of people that evaluates them according to their attitudes, communication style or decision-making style, rather than according to their specific actions, requirements, profitability or levels of satisfaction. In general, people are matched to a limited number of predefined styles. These can be based either on directly captured data (such as word usage from calls or subjects they comment on in social media) or on data derived from analysis of behaviors (such as purchasing products with a consistent set of attributes).