Demographics alone are no longer sufficient to provide a brand with the kind of information it needs to understand what truly motivates consumer behavior.  To delve deeper into the minds of its target audience, brands need to utilize psychographics.  Psychographics involves researching not just how consumers are defined but how they think—what motivates them, interests them, and connects with them.  A brand with the expanded understanding of consumers provided by psychographics will be better equipped to compete in the crowded online marketplace.