The GfK MRI Psychographic Sourcebook

The GfK MRI Psychographic Sourcebook
Introduction
Consumers with similar demographics often have quite dissimilar attitudes. Adults in the same age group and with similar incomes, for instance,
can have very different risk tolerance when it comes to investing…seek different levels of emotional payback from shopping…or have different
preferences for the kinds of foods they buy and prepare.
GfK MRI has long been known for the high-quality data it provides on consumer demographics and behavior, including media and product usage.
Over the past 18 years, GfK MRI has also released high quality data that speak to the full range of attitudes and feelings about specific consumer
categories and products, as well as to overall purchasing experiences. Marketers—increasingly interested in gaining insights into what motivates
consumers—use these data to go beyond demographics to understand the ‘why’ that underlies
consumer behavior.
The sourcebook is designed to act as a guide to, and summary of, the psychographic information GfK MRI collects in three studies:
The Survey of the American Consumer
Teenmark
• Part 1 reports on batteries of psychographic questions across eight areas: Advertising & Media; Community, Politics & Attitudinal
Outlook; Fashion & Shopping; Finance & Insurance; Health & Nutrition; Sports & Leisure; Technology; and Travel & Transportation.
Part 1 also showcases psychographic questions developed by third parties that generate insights into various consumer behaviors.
• Part 2 describes GfK MRI segmentation analyses—many of them newly created and recently released—available to GfK MRI subscribers;
most of these segmentations were devised by the GfK MRI research team after careful analysis of consumers’ responses to various
psychographic batteries.
This section contains psychographic questions and segmentation analyses, devised by the GfK MRI research team, which provide marketers
insights into what makes teens (age 12 to 19) tick.
The American Kids Study
This section lists psychographic questions GfK MRI asks of younger consumers (age 6 to 11).
This issue of the GfK MRI Psychographic Sourcebook is current as of October 2011. It reflects psychographic questions asked through Wave 65 of the Survey of The American Consumer
and questions asked in the 2011 Teenmark and the American Kids Study. For completely up-to-date information, please contact your GfK MRI sales representative or visit
www.gfkmri.com.
5th Edition: Printed November 2010.
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