Psychographic sampling – a new approach for online research?
Pete Cape
Psychographic segmentation is not new: it has been in and out of vogue for at least the past 40 years. In many instances the driving force behind the use of psychographics has been the advertising industry, as it struggled to get beyond simple demographic classifications when pitching lifestyle-targeted advertising. Ruth Ziff (of Benton and Bowles, Inc. as it was then), writing in the Journal of Advertising Researchin 1971, put it succinctly: 'important demographic distinctions simply do not exist in many product categories and even when they do...