Collecting information such as consumer demographics and lifestyle characteristics would be most likely intended to illustrate which reason for the high usage of surveys in marketing research?

B. the need to know who does certain things

Explanation:

Based on the information provided within the question it can be said that this illustrates the need to know who does certain things. This is the reason for the high usage of surveys in marketing research, because knowing which individuals or populations do something allows company's to know exactly how to target those individuals and which products to target them with in order to sell more of their products and in term make more profit.