Whats the difference between psychometrics and psychographics?
The terms are often used interchangeably. Strictly speaking, psychometrics is the measurement of psychological attributes (such as introversion-extroversion, openness to experience, conscientiousness, agreeableness etc.). Psychographics emerged in the 1960s as an application of the core principle of psychometrics-which holds that intangible human qualities can be quantified-in the commercial sphere. Psychographics adds to the mix non-psychological variables like demographics, product preferences, and purchasing history and divides consumers into distinct functional segments. By including product-specific questions about past purchasing habits or future intention to purchase, marketers can identify those groups most likely to buy specific products and services.
