The GfK MRI Psychographic Sourcebook

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$more children enjoy math than reading & writing - GfK MRI$

Teenmark II. Psychographic Segmentation Analyses D. Finance Attitudes Segmentation The Finance Attitudes segmentation examines the role of money in the lives of teens, how they get it and how important spending money— or saving it—is to them. • Self-Funded Savers These young consumers make their own money and use it wisely, saving for the future and buying what they need rather than what they want. They see credit cards as a trap to spend what they don’t have. • Parent-Funded Spenders These young consumers enjoy the fruits of their parents’ success and the bounty of their generosity. They save little, have little concern for the future and admit little parental constraint on their consumption of consumer goods. They see credit cards as almost magical devices that grow in value when used. • Parent-Funded Squirrelers These young consumers may not need or want to earn their own money, but they treat what they get from their parents as if they had earned it. They are appreciative of what they do buy, and think it’s smart to save for the future. Credit cards, to these thrifty consumers, offer a false sense of prosperity. 96
Teenmark II. Psychographic Segmentation Analyses E. Food Attitudes Segmentation For young children, food is a source of sustenance and pleasure (or pain, as when Mom insists you finish your lima beans). The story gets more complicated as people move into their teenage years and discover the nutritional, social, and even moral dimensions of eating. GfK MRI’s Teenmark “Food Attitudes” segmentation explores the different and emerging ways that teenagers relate to food. • Thoughtful Eaters These young consumers are nothing if not responsible, at least when it comes to what they eat, and food for them is a source of nutrition as well as enjoyment. They try to eat breakfast every day, regularly eat organic foods, and firmly believe that fast food is really bad for you. • Self-Conscious Snackers Members of this segment ingest a large portion of guilt with every meal. While they often eat on the run, eat what they want rather than what they should and are big snackers while watching TV, food can be a source of anxiety for them. They often feel they eat too much, and sometimes feel self-conscious about what they eat. Food can also be a way for them to deal with anxiety; teens in this segment report that when upset, they eat. • Uninhibited Foodies Members of this segment love food and have no qualms about it. They enjoy different types of food and eat, guilt free, whatever and however much they want, without self-consciousness. • Fast Food Fans Trying different types of food is not for these teenagers, whose focus is on convenience and familiarity, with little regard for nutrition and variety. Cooking bores them, they would rather pick up some fast food than wait for a home-cooked meal, and they prefer to stay with food they know they like. 97
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