The Association for Qualitative Research
The Hub of Qualitative Excellence


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.

Related Terms


About the AQR Glossary:
This glossary is compiled and maintained by the Association for Qualitative Research, the foremost authority on qualitative practice, training and innovation, and the global hub of qualitative thinking. If you are a qualitative research consultant or a business offering qualitative research services, please consider joining the AQR and supporting the organisation.

Benefits of AQR Membership