Words: psychographics
Part of speech: n
Definition: market research or statistics classifying population groups according to psychological variables (as attitudes, values, or fears); also: variables or trends identified through such research.
Example: Psychographics is often confused with demographics, where historical generations may be defined both by demographics, such as the years in which a particular generation is born or even the fertility rates of that generation's parents, but also by psychographic variables like attitudes, personality formation, and cultural touchstones.