Library Guides: Target Market Research Guide: Psychographics

Definition

The American Marketing Association defines "psychographics" as "quantified psychological profiles of individuals, based on their attitudes and behavior."*

The sources provided in this section can help to get a better sense of the target market "on the basis of psychological/personality traits, lifestyle, or values."**

*American Marketing Association. Dictionary. Retrieved from https://www.ama.org/resources/pages/dictionary.aspx?dLetter=P

**Kotler, P. and Keller K.L., Marketing Management, 14th ed., Boston: Prentice Hall, 2012, p. 226.

Sources

Mintel Academic
Grants easy and fast access to the same best-in-class consumer and market intelligence used by business professionals around the world.
MarketResearch.com Academic
Market research reports from leading research firms, as well as reports from MarketLooks. Subjects covered include consumer & personal products, demographics, engineering & construction, food & beverage, and more.
SRDS Media Solutions-Business Publications
Allows users to easily find ad opportunities in business market. To access, choose Magazines-then Business Publications.

Tutorial

How to find demographic and psychographic information - Duration: 00:05:57
This video demonstrates how to find psychographic and demographic information in Mintel, a subscription database.

University of Denver

University Libraries

Research Guides

Target Market Research Guide

Definition

Sources

Tutorial