Demographics describe who someone is on paper — age, income, location — while psychographics describe how they think, what they value, and what motivates their decisions.
Demographics Are Easy to Measure but Limited on Their Own
Knowing someone's age tells you relatively little about their actual attitudes, priorities, or purchasing motivations.
Psychographics Explain the Why Behind the What
Values, interests, and lifestyle factors often predict buying behavior more reliably than demographic categories alone.
The Strongest Segmentation Combines Both
Pairing who someone is with how they think gives you a far more actionable picture than either dimension used in isolation.
Next step: Use the Cohort Tool to see how a given demographic segment's actual behavior compares to assumptions about their psychographics.