What is Psychographic Data? Examples, Providers & Datasets to Buy
- Overview
- Datasets
- Providers
- Use Cases
- Attributes
- Guide
- FAQ
- Overview
- Datasets
- Providers
- Use Cases
- Attributes
- Guide
- FAQ
What is Psychographic Data?
Psychographic data refers to qualitative insights into consumer motivations, preferences, and behaviors. Unlike demographic data, which focuses on age, income, or location, psychographic data captures why people make decisions, highlighting their values, interests, and lifestyle choices.
Marketers and advertisers use psychographic data to create highly personalized campaigns, align brand messaging with audience interests, and improve engagement across digital and traditional channels. Many psychographic datasets integrate AI-driven analytics to provide deeper insights into consumer sentiment and purchasing intent data.
What Are Examples of Psychographic Data?
Psychographic data includes various consumer attributes that reveal preferences and behaviors. Key examples include:
- Personality Traits: Consumer tendencies such as introversion, extroversion, or risk aversion.
- Lifestyle Choices: Daily routines, hobbies, and interests that define consumer habits.
- Values & Beliefs: Ethical considerations, cultural influences, and political alignments.
- Attitudes & Opinions: Consumer perspectives on brands, social issues, and industry trends.
- Buying Motivations: Emotional triggers that drive purchasing decisions.
- Brand Affinity: Level of loyalty or preference toward specific brands.
- AIO (Activities, Interests, and Opinions): How consumers engage with different products, services, or media platforms.
Access the Best Psychographic Databases & Datasets
Datarade offers a curated selection of psychographic datasets from trusted providers. These datasets help brands enhance customer intelligence, improve advertising precision, and gain deeper insights into audience behavior.
Psychographic Data: Consumer Insight into Behavioral Habits and Interests.
Psychographic Data, Consumer Lifestyle and Interest (Investing, Health and Fitness, Purchase Data, etc) Append B2C, USA, CCPA Compliant
Psychographic Data, Consumer Lifestyle and Interest (Investing, Health and Fitness, Purchase Data, etc) Enrichment B2C, USA, CCPA Compliant
Consumer Sentiment Data | Global Audience Insights | Psychographic Profiles & Trends | Best Price Guaranteed
Vision Retention Data | CPG, Grocery, Food Delivery Psychographic | US Transaction | 100M+ Cards, 12K+ Merchants, Retail & Ecommerce
Alesco Consumer Database - Individual-Level Consumer Data - 269+ million US consumers with 175+ million opt-in emails - available for licensing!
Alesco Consumer Database - B2C Contact Data - 264+ million US consumers with 220+ million opt-in emails - available for licensing!
Alesco Consumer Database - Wealth Data - Target Net Worth $1 Million+ Individuals - Available for Licensing
Alesco Data's Healthcare Professionals Audience Data - 9+ million US Licensed Healthcare Providers with 4+ million opt-in emails
Unacast Consumer Data Enrichment
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Top Psychographic Data Providers & Companies
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Versium
CoverageUSACUsing Versium REACH has allowed us to easily and cost-effectively activate our CRM and ICP data. Versium REACH allows us to activate our data over our preferred media channels giving us the ability to compound frequency with our audiences.
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MedicoReach
CoverageUSAUK+238MedicoReach is a leading provider of healthcare database solutions since 2014. It is known to deliver profoundly responsive, precise, and customized records that aid marketers in data-driven campaigns focusing on all-inclusive healthcare experts.GDPRCompliant8+ MillionHealthcare RecordsCCPACompliant -
VisitIQ™
CoverageUSAVWe have purchased data for marketing from DrivenIQ as well as used their incredible capture tech to nurture our website traffic efficiently and accurately. Surprised at the granular accuracy of the data we inspect regularly from them.
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Gravy Analytics by Unacast
CoverageUSAUK+248VLeveraging geolocation data for Airport Planning. We provided a strong and successful case for adding flights to a medium sized airport. Two airlines added flights following the analysis. The successful pilot is being turned into a tool for airport administrators. In the tool, managers can see the origins and end destinations of travelers flowing through their terminals. They can also identify volume and type of leakage to other transportation terminals - both alternate airports and other modes of travel like bus and train. Gravy Analytics' data product showing visitations was optimal for this use case.
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Affectra
CoverageCanadaAffectra models dynamic aspects of cities to simulate & predict socio-economic forces that shape our interconnected neighborhoods so that small businesses, local governments & citizens all have the digital data & tools to build more sustainable & resilient hyper local communities.+1.8MWeekly Events100%Canadian Coverage+300Data Fields -
Consumer Edge
CoverageUSAUK+248Consumer Edge is a leader in alternative consumer data for public and private investors and corporate clients. Transaction data, scanner data, web data, and email receipt data spans dozens of industries, hundreds of companies, and global geographies to empower strategic decision-making.100M+Credit & Debit Cards30K+Public & Private Brands700+Parent Companies
Popular Use Cases for Psychographic Data
Psychographic data plays a crucial role in audience insights and strategic marketing. Common use cases include:
- Advertising – Personalizing ad content based on consumer interests and preferences.
- Audience Targeting – Refining audience selection for marketing campaigns.
- Audience Segmentation – Grouping consumers based on lifestyle, values, and motivations.
- Market Research – Understanding consumer mindsets to shape branding strategies.
- Behavioral Targeting – Aligning marketing efforts with user intent and actions.
- Footfall Attribution – Analyzing consumer movements to optimize store locations.
- Consumer Intelligence – Gaining insights into purchasing drivers and brand loyalty.
- Intent-Based Marketing – Identifying consumers most likely to engage or convert.
- Product Development – Designing products and services tailored to consumer psychographics.
- Media Planning – Selecting the right digital or offline channels for audience engagement.
Main Attributes of Psychographic Data
Psychographic datasets include key attributes that define consumer preferences and motivations.
- Lifestyle Indicators – Hobbies, routines, and recreational interests.
- Brand Interactions – Frequency of engagement with specific brands or industries.
- Social Influence – Peer and community impact on consumer choices.
- Media Consumption – Preferred platforms (e.g., social media, TV, podcasts).
- Purchase Drivers – Factors influencing buying behavior, such as sustainability or exclusivity.
| Attribute | Type | Description | Action |
|---|---|---|---|
| String | The email address of a company or contact. | View 11 datasets | |
| String | The first name of a contact. | View 9 datasets | |
| String | The last name (surname) of a contact. | View 9 datasets | |
| Integer | The age of a contact. | View 6 datasets | |
| String | Mobile Ad ID is a sequence of random symbols, given by the mobile device’s operating system. It’s shared with the servers of the apps that the user is using to track his customer journey and “remember” his or her choices. | View 6 datasets | |
| String | The gender of a contact. | View 5 datasets |
Why Is Psychographic Data Important?
Psychographic data enables businesses to go beyond basic demographics and tap into the emotional and psychological factors that drive consumer behavior. It helps brands craft highly relevant messaging, improve conversion rates, and build stronger customer relationships.
For example, an apparel brand using psychographic insights can segment consumers based on their values—whether they prioritize sustainability, affordability, or luxury. This allows for targeted marketing, ensuring each segment receives personalized product recommendations and messaging.
What Are the Five Psychographic Variables?
Psychographic data is typically categorized into five key variables that influence consumer decision-making:
- Personality – Traits such as openness, conscientiousness, and risk tolerance.
- Lifestyle – Daily routines, entertainment choices, and purchasing habits.
- Attitudes – Perspectives on brands, products, or societal issues.
- Social Class – Economic background and spending power.
- AIO (Activities, Interests, and Opinions) – Individual behaviors and preferences in media, travel, and product usage.
How is Psychographic Data Collected?
Psychographic data is gathered from various sources, including:
- Surveys & Questionnaires – Direct responses from consumers about their interests and preferences.
- Social Media Analytics – Behavioral data from likes, shares, and content engagement.
- Website Tracking – Browsing habits and time spent on product pages.
- Customer Purchase History – Insights into buying behavior and repeat purchases.
- Third-Party Data Providers – Aggregated psychographic datasets from research firms.
How to Determine Psychographics?
To determine psychographic insights, businesses analyze multiple data points related to lifestyle, preferences, and emotional triggers. This involves:
- Conducting qualitative research through interviews and focus groups.
- Leveraging quantitative data from online surveys and behavioral tracking.
- Using predictive analytics to identify emerging consumer trends.
- Mapping customer journeys to understand decision-making processes.
Demographics vs. Psychographics: What’s the Difference?
| Aspect | Demographics | Psychographics |
|---|---|---|
| Definition | External, measurable facts | Internal, emotional & behavioral traits |
| Example | Age, gender, income, location | Personality, interests, values, motivations |
| Use in Marketing | Identifies who the customer is | Explains why the customer makes decisions |
| Measurement | Easily quantifiable (e.g., census data) | Requires qualitative & behavioral analysis |
| Data Sources | Government reports, surveys, CRM data | Social media, surveys, AI-driven insights |
Demographics tell you who your customer is, while psychographics explain why they make decisions.
How is Psychographic Data Different from Behavioral Data?
Psychographic data focuses on why consumers make decisions, while behavioral data captures how they act.
- Psychographic Data → Personality traits, values, emotions, and motivations.
- Behavioral Data → Clickstream activity, purchase history, and online interactions.
For example, a fitness brand might use psychographic data to target consumers interested in health-conscious lifestyles, while behavioral data might show how often a customer purchases workout gear. Together, these insights create powerful consumer profiles that enable brands to deliver personalized, data-driven experiences.
Is Psychographic Data Measurable?
Yes, psychographic data is measurable, but it requires qualitative analysis and statistical modeling to derive actionable insights.
While demographic data provides clear, numerical insights (e.g., age, income), psychographic data often relies on consumer surveys, sentiment analysis, and AI-driven analytics to quantify trends.
Frequently Asked Questions
How is the Quality of Psychographic Data Maintained?
The quality of Psychographic Data is ensured through rigorous validation processes, such as cross-referencing with reliable sources, monitoring accuracy rates, and filtering out inconsistencies. High-quality datasets often report match rates, regular updates, and adherence to industry standards.
How Frequently is Psychographic Data Updated?
The update frequency for Psychographic Data varies by provider and dataset. Some datasets are refreshed daily or weekly, while others update less frequently. When evaluating options, ensure you select a dataset with a frequency that suits your specific use case.
Is Psychographic Data Secure?
The security of Psychographic Data is prioritized through compliance with industry standards, including encryption, anonymization, and secure delivery methods like SFTP and APIs. At Datarade, we enforce strict policies, requiring all our providers to adhere to regulations such as GDPR, CCPA, and other relevant data protection standards.
How is Psychographic Data Delivered?
Psychographic Data can be delivered in formats such as CSV, JSON, XML, or via APIs, enabling seamless integration into your systems. Delivery frequencies range from real-time updates to scheduled intervals (daily, weekly, monthly, or on-demand). Choose datasets that align with your preferred delivery method and system compatibility for Psychographic Data.
How Much Does Psychographic Data Cost?
The cost of Psychographic Data depends on factors like the datasets size, scope, update frequency, and customization level. Pricing models may include one-off purchases, monthly or yearly subscriptions, or usage-based fees. Many providers offer free samples, allowing you to evaluate the suitability of Psychographic Data for your needs.
What Are Similar Data Types to Psychographic Data?
Psychographic Data is similar to other data types, such as Interest Data, Consumer Donation Data, Consumer Sentiment Data, and Customer Sentiment Data. These related categories are often used together for applications like Advertising and Audience Targeting.
