Which data type provides information about customers' values, personality traits, motivations, and how they view the world?

• A. Behavioral data
• B. Geographic data
• C. Demographic data
• D. Psychographic data

Answer: (D)

Psychographic data focuses on the psychological attributes that shape consumer behavior—their values, personality traits, motivations, and worldview—and how these shape attitudes and choices. This type goes beyond what customers do or where they live, instead capturing why they think and act the way they do. Behavioral data describes actions like purchases or site visits, geographic data maps location, and demographic data covers basic traits such as age, gender, and income. Since the description explicitly mentions values, personality, motivations, and worldview, psychographic data is the best fit.