Psychographic profiles are profiles that marketing companies create on consumers to help businesses better know who their target demographic is. Psychographic profiles often include information regarding a consumer's personality, opinions, voting history and lifestyle.
Information that the marketing companies need in order to create the psychographic profiles is often obtained through surveys and panel discussions. The panellists volunteer the information so that the company can get a better idea for what is or is not wanted in that specific area. Businesses hire a company to create psychographic profiles for them because it helps to save money in marketing costs because the business only markets to the specific demographic found in that particular area.