The GfK MRI Psychographic Sourcebook

Teenmark
II. Psychographic Segmentation Analyses
H. Music Attitudes Segmentation
The Music Attitudes segmentation analysis looks at the role music plays in teens’ day-to-day lives, its importance in how they define themselves
and how it influences their fashion styles.
• Tune Trendy
Members of this segment are the followers among young music consumers, with no particular loyalty to one genre or artist or another.
They look outside themselves for guidance, preferring the “new” because it is new. Like most teenagers, music plays a huge part in
their lives.
• Signature Soundtrack
Signature Soundtrackers have just as intensely emotional involvement with music and their favorite artists as Tune Trendies, but their
tastes are more focused on specific genres, and their styles more settled. Like most young music consumers, they believe the music
someone likes says a lot about that person.
• Love to Listen
Love to Listen-ers like to keep up with what is going on in music, but they don’t seek out information about what’s new. Neither their
musical preferences nor their favorite artists influence their fashion choices.
• Solely Sound
Music plays a “huge part” in the lives of these young consumers, but more for the sound than the source. Solely Sound-ers consider
themselves the elitists or purists of the music market. They have specific tastes in music, and are not likely to be influenced by
magazine articles or artists’ fashion statements.
• Background Beats
These young consumers don’t really “listen” to music as much as they “hear it,” just as most movie-goers experience background music
without really giving it much attention. Music plays little or no role in their lives, personal or social; they have no favorite artists who
influence their fashion choices, and don’t consider a person’s musical preferences as indicative of much of anything.
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