The GfK MRI Psychographic Sourcebook

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Survey of the American Consumer: Part 1 IV. Finance & Insurance B. Financial Institution Preferences Consumers have different preferences when choosing to do business with a financial institution. For some, top-notch customer service is key. For others, financial stability of the company is their main concern. And many consumers will go with whichever institution provides the highest interest rates. This battery of psychographic questions examines consumers’ priorities when selecting a financial instititution. Questions – Financial Institution Preferences: Which, if any, of the following do you consider very important when choosing a bank or financial institution? • Customer Service • Financial Stability of Company • Friend’s/Relative’s Recommendation • Interest Rates • Location of Branch • Reputation of Company • Rewards Program • Size of Company • Years in Business • Other C. Insurance Provider Preferences This battery of psychographic questions explores what features consumers find important when selecting an insurance provider. <strong>The</strong>se questions—asked for Auto Insurance, Homeowners/Personal Property Insurance and Life Insurance– allow marketers to see how consumer preferences differ across various types of insurance. Questions – Insurance Provider Preferences: Which of the following, if any, are very important to you when choosing an Insurance provider? (asked for Auto Insurance, Homeowners/Personal Property Insurance, and Life Insurance) • Agent Recommendation • Customer Service • Financial Stability of Company • Location • Rates • Reputation of Company • Simplicity of Application • Size of Company • Years in Business • Other 18
Survey of the American Consumer: Part 1 V. Health & Nutrition A. Diet Control/Eating Habits It is increasingly clear that what we decide to eat is often a lifestyle choice—a choice that reflects how we view our health. <strong>The</strong> battery of questions concerning diet control and eating habits help marketers understand specific methods consumers use to manage their weight and overall health. Questions – Diet Control/Eating Habits: Are you presently controlling your diet? If yes, reason for diet control: • Blood sugar level • Cholesterol level • Food allergy • Lactose intolerance • Maintain weight • Physical fitness • Regularity • Salt restriction • Weight loss • Other Do you buy foods specifically labeled as? • Fat-free • Gluten-free • High fiber • High protein • Lactose-free • Low-calorie • Low-carb • Low-cholesterol • Low-fat • Low-sodium • Natural or organic • Probiotic • Sugar-free Do you consider yourself to be? • Semi-vegetarian • Vegetarian • Vegan If you are dieting, which methods are you using? • Alli • Jenny Craig • Jillian Michaels* • Medifast* • NutriSystem • South Beach Diet • Weight Watchers • Other diet organization or club • Atkins Diet • Doctor’s care/diet • Diet control book • Exercise program • Other * New in Wave 65 19
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Teenmark Teenmark
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Teenmark I. Psychographic Batteries
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American Kids Study American Kids S
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American Kids Study F. Nutrition
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This version of GfK MRI’s Psychog
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