Psychographic sampling - a new approach for online research?

Psychographic segmentation has been known to be effective for four decades, but remains underused. This is because of a lack of universality (psychological variables are largely formed by culture, which can vary at quite local levels); the fact that most systems are proprietary (which means that one does not know the relevant questions for identifying psychographic groupings); and problems of applicability (most systems are designed with a specific purpose in mind, which will not cross easily to other categories).

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...

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