Welcome to the Using Psychographics to Gauge Product Relationship Levels video lesson meant to highlight the role of mental characteristics in determining how prospects and customers feel about an organization’s products and services. This video lesson is the third of six in the Account Management: Establishing Lasting Partnerships video course, which teaches learners how to cultivate loyal relationships with accounts. In this lesson, viewers will learn the definition of psychographics and consider an example of how to effectively use psychographic information to obtain business results. Ultimately, learners should understand the importance of varying their messaging, sales strategy, and sales materials based on psychographic analysis.