Psychographic filtering

Psychographic filtering is located within a branch of collaborative filtering (user-based) which anticipates preferences based upon information received from a statistical survey, a questionnaire, or other forms of social research. The term Psychographic is derived from Psychography which is the study of associating and classifying people according to their psychological characteristics. In marketing or social research, information received from a participant’s response is compared with other participants’ responses and the comparison of that research is designed to predict preferences based upon similarities or differences in perception. The participant should be inclined to share perceptions with people who have similar preferences. Suggestions are then provided to the participant based on their predicted preferences. Psychographic filtering differs from collaborative filtering in that it classifies similar people into a specific psychographic profile where predictions of preferences are based upon that psychographic profile type. Examples of psychological characteristics which determine a psychographic profile are personality, lifestyle, value system, behavior, experience and attitude.

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