Which term describes intrinsic traits such as values, personalities, interests, attitudes, motivations, lifestyles, and opinions used in market segmentation?

• A. AIO
• B. Lifestyle
• C. Psychographics
• D. Persona

Answer: (C)

Psychographics describe the intrinsic traits used in market segmentation, such as values, personalities, interests, attitudes, motivations, lifestyles, and opinions. This set of inner drivers goes beyond who people are demographically and explains why they might respond to a product or message the way they do, making it a powerful basis for targeting and positioning.

AIO is a helpful framework within psychographics, focusing on activities, interests, and opinions, but it’s a subset rather than the broader descriptor of the trait set marketers analyze. Lifestyle is related and captures patterns of living, yet it doesn’t alone cover the full range of internal drivers like values and motivations. A persona is a constructed character used to represent a target customer, built from both demographic and psychographic data, but it is the output, not the term for the traits themselves.