Just like behavioral sciences, B2B psychographics serve to determine key influences on purchase behavior and habits based on cognitive factors.
By approaching buyer intent as a fluid concept, psychographics dives deeper into the persona of a consumer by analyzing a multitude of variables.
The aim of psychographics is not to replace demographics or other metrics, but to instead expand upon data from these sources, together with pre-established buyer personas, by providing more detail from psychographic variables.