Marketing and Communications

Gartner Glossary


Psychographics is the study and classification of people that evaluates them according to their attitudes, communication style or decision-making style, rather than according to their specific actions, requirements, profitability or levels of satisfaction. In general, people are matched to a limited number of predefined styles. These can be based either on directly captured data (such as word usage from calls or subjects they comment on in social media) or on data derived from analysis of behaviors (such as purchasing products with a consistent set of attributes).

Experience Gartner conferences

Master your role, transform your business and tap into an unsurpassed peer network through our world-leading virtual and in-person conferences.

Gartner Webinars

Expert insights and strategies to address your priorities and solve your most pressing challenges.