Tim et al,

Fret not -- when I started looking into psychographics at the prompting
of one of the curators here in Missouri,I hadn't the foggiest idea what
it was -- my best guess was that it had something to do with mentally
deranged visual artists.  No such luck.

From what I have gathered, psychographics compliments  demographics in
that it focuses mainly on current   clientelle, understanding  why they use
their  leisure time by going to a  museum.  What makes museum-goers
tick?  I'll see if I can't find a better definition from the literature
to help illuminate a rather recent development in figuring out the consumer.

Andrew