[3] Psychographics have been applied to the study of personality, values, opinions, attitudes, interests, and lifestyles.
Psychographic methods gained prominence in the 2016 US presidential election and the opposing campaigns of Hillary Clinton and Donald Trump, with the latter using them extensively in microtargeting advertisements to narrow constituencies.
[5] For example, VALS is a proprietary framework created by Strategic Business Insights that separates US adults into eight distinct types by evaluating their motivations and resources to understand anticipated consumer behavior.
[8] Psychographic segmentation is also applied to other fields and across cultures in order to understand motivations and behavior including in healthcare, politics, tourism and lifestyle choices.
For example, the traditional approaches to defining the Baby Boom Generation, Generation X, or Millennials rely on both demographic variables (classifying individuals based on birth years) and psychographic variables (such as beliefs, attitudes, values and behaviors).