I am constructing an integrated communications campaign plan for my client, can you do the psychographics for this project? My client is the Mote aquarium. About psychographics Its the study with secondary research of lifestyle, so you should look at the media usage, activities of enjoyment, and things like per our primary and secondary audiences. Definition of psychographics: the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research. As far as marketing goes, the goal of psychographics is to deliver more impactful campaigns by understanding customers better. In other words, psychographics is supposed to shed light on what will best convert target audiences.