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 I haven't read it yet, but the cover story for the most recent issue of Museum News is on culture tourists. It may provide SOME kind of information on psychographics--certainly culture tourists would be included in such a study, anyway. For what it's worth, Jennifer [log in to unmask]