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In marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Attitudes, and Opinions). They can be contrasted with demographic variables (such as age and gender), and behavioural variables (such as usage rate or loyalty).

When a relatively complete assessment of a person or group's psychographic make-up is constructed, this is called a psychographic profile. Psychographic profiles are used in market segmentation and advertising. It only relates to one form not two as geodemographic which would relate to the geographical spread of different age groups across the UK for example.