Psychographics would focus on people's:

Psychographics is a branch of market research that studies consumers' attitudes, interests, and lifestyles. It delves into the psychological aspects of consumer behavior, focusing specifically on beliefs, values, motivations, and preferences that influence purchasing decisions and lifestyle choices. By understanding these underlying factors, businesses and organizations can tailor their products, messaging, and marketing strategies to align with the target audience's psyche.

The focus on beliefs and values is central to psychographics because it encompasses how individuals perceive themselves and the world around them, which directly affects their behaviors and choices. By analyzing these elements, professionals can gain insights into consumer segments beyond just demographic traits, allowing for more nuanced and effective engagement strategies.