Much has been written about the advantages to taking a psychological approach to qualitative market research. As well, there are many companies out there who specialize in “ethnic” market research. But what happens when the two intersect?
Psychographics include variables related to attitudes, interests, personality characteristics, and values. This psychographic profile looks at a side-by-side comparison of the attitudes, behaviors and demographics of the opposite sides of a hotly debated topic: the legalization of marijuana.