The Association for Qualitative Research
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Psychographics

A way of describing groups of people who have in common their response or outlook towards something relevant to the client, which may or may not relate to demographic similarities. So people of quite different ages, social groupings or life stages might share an 'adventurous' approach to cooking, for example. As long as they can be accurately identified, (say by being linked with specific behaviors), these attitudes can be used to recruit like-minded people into separate group discussions. Alternatively, they might emerge as a finding from analysis and interpretation of groups recruited on quite different criteria.

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