Market research glossary
New to the market research world? Keen researcher looking to brush up on your terminology? The FieldworkHub glossary is here to help you understand common methods and concepts used across the industry, so you can gain better understanding of the tools we use that drive smarter business decisions.
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Psychographics
A method of grouping respondents or consumers who may otherwise be very different, in terms of similar psychological characteristics such as their attitudes, values, outlook or fears. A simple example would be to categorise people as novelty-seekers or traditionalists. Identifying these characteristics can form the basis for segmentation and targeting. Psychographic segments are typically identifed by performing Cluster analysis on the results of an online survey of the target audience.