What are personographics?
Personographics is the individual-level picture of the person evaluating: their role, seniority, function, and background. Where firmographics describe the company, personographics describe the human making the decision — assembled from what they tell you during a session and, where available, enrichment.
The person, not the company
Role, seniority and function, distinct from firmographic data about the account.
Not a persona
A persona is an archetype you author in advance. Personographics is a specific individual, in a specific session.
Volunteered first
Strongest when the buyer supplies it themselves. Enrichment fills gaps; it does not lead.
Firmographics can tell you an account fits. They cannot tell you which questions matter, because two people at the same company evaluate differently. A General Counsel and a Legal Ops manager reading the same page need different answers, and personographics is what makes that difference visible and actionable in the moment.
Two people from the same company open the same experience. Firmographics say mid-market healthcare for both. Personographics say one is a General Counsel worried about defensibility and the other runs Legal Ops and wants to know how long a migration takes.