External data that helps marketers understand what influences a consumer’s purchasing behavior is psychographic data.
What is psychographic data?
Psychographic data is used to create a profile of customers' viewpoints, areas of interest, and motivators for action. It includes an individual's beliefs, opinions, preferences, and personality traits.
Psychographic information concentrates on emotional factors like motives, priorities, etc whereas demographic information frequently emphasizes physical factors like age, race, gender, geography, etc.
Learn more about psychographic data, here:
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