Which of the following statements about psychographics is most accurate?
A. Psychographics combines psychology, lifestyle, and demographics to uncover consumer motivations for buying and using offerings.
B. Although helpful in segmenting markets, psychographics is limited in its ability to target consumers.
C. Psychographic data is extremely vulnerable to current social trends and therefore is best suited to new market-product combinations rather than existing ones.
D. Psychographics combines demographic data, psychological data, and actual spending data of consumers to create VALS profiles.
E. Psychographics is unable to provide actionable information about potential customers since the data obtained from the research is too subjective to be reliably interpreted and acted upon.
Answer: A
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