Psychographics is understanding the personality behind the user. This includes finding more about audience behavior. Understanding the user’s psychographics is important because it’s about optimizing conversions. Conversion happens only after an in-depth understanding of users. To achieve this, we need to go deeper than just measuring usual engagement metrics like clicks, impressions, and views. Once you know what resonates (psychologically) with your audience, you can then produce content that ‘clicks’ with them and yields the desired responses. One way to capture this is through measuring AIO (or Activities, Interests, and opinions).