Psychographics is the study of consumers based on their opinions, interests, and activities. It is a more granular approach than just a generalisation of demographic data such as race, gender, or age. It is the study of the cognitive factors behind consumer behaviour. This includes inherent prejudices, biases, and attitudes. It also includes political, ethical, and moral values, motivations, and emotional responses. Analysing and gathering this data allows researchers, advertisers, and marketers to create exhaustive psychographic profiles of their target audience. These profiles are then used to design messaging that is relevant to these customer segments.