Considerations for a new qualitative research segmentation
Introduction.
The study of people in society and their behavior, whether it has an academic or commercial purpose, has faced the need to adjust the definition of it’s investigation target object because people and society have changed as a result of social dynamics along the past decades. The known economical shifts have affected the consumers purchase capacity in different parts of the world. And the arrival of online social networks, the Internet impact and the presence of global culture, are elements that contribute to the creation of subcultures and social tribes where people look for identification and membership. All this shows that we relate to others and to the world around us in a different way and that we get together and socialize in ways we could not have seen coming a decade ago.
The present text aims to present some important variables that play a key roll in the definition of concepts like community, culture, identity and sense of belonging as well as to propose some considerations for new segmentations for the qualitative research field.
Proyecto Noesis Int 