Which of the following statements about psychographics is most accurate?
a. psychographics is unable to provide actionable information about potential customers since the data obtained from the research are too subjective to be reliably interpreted and acted upon
b. although helpful in segmented markets, psychographics is limited in its ability to target consumers
c. psychographics combines demographics data, psychological data, and actual spending data of consumers to create VALS profiles
d. psychographics describes a variety of segmentations such as those based on behaviors, attitudes, actives, interests, opinions, and social values
e. psychographic data are extremely vulnerable to current social trends and therefore are best suited to new market-product combinations rather than existing ones
Answer: c. psychographics combines demographics data, psychological data, and actual spending data of consumers to create VALS profiles
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