psy·cho·graph·ics 
(sī′kə-grăfĭks)
(sī′kə-grăfĭks)n.
1. (used with a sing. verb) Demographic research that studies population groups with respect to psychological attributes, such as values or attitudes, as for marketing purposes.
2. (used with a pl. verb) The data obtained from such research.
[PSYCHO- + (DEMO)GRAPHICS.]