Where can you get information on psychographic and behavioural variables?
Information on psychographic and behavioural variables can be difficult to obtain. Roy Morgan’s value segments provide some insights into lifestyles. If you are researching a particular product you may be able to find some articles on consumer trends or social trends. Of course, if you are doing research for a firm then you would have a budget for gathering this type of information. Firms spend a lot of money researching the attitudes and needs of their markets. For assessment purposes, I recommend that you make educated assumptions based on the best possible sources of information that you can access. It is important to acknowledge that you have made an assumption.
