The GfK MRI Psychographic Sourcebook

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

Survey of the American Consumer: Part 1 VII. Technology D. Technology Attitudes Some people “get” new technology, and some don’t—ask any 16 year old who has tried to explain the different features of a new cell phone to a parent. These questions explore the different ways adults confront or conform to new technologies. The responses can be useful when designing new products, promoting new features or selecting the right media vehicles as target markets emerge, expand or contract. Questions – Technology Attitudes: How much do you agree or disagree with each of the statements (agree completely, agree somewhat, disagree somewhat, disagree completely)? • I enjoy reading about new technology products • I’m willing to pay more for top quality electronics • I often take the opportunity to discuss my knowledge of technology or electronic products with others • Computers are too confusing to be of much use to me • I give others advice when they are looking to buy technology or electronics products • Computers can be a good source of entertainment • I’m fascinated by new technology • I enjoy learning about technology or electronic products from others • Technology helps make my life more organized • Before buying electronics, I do as much research as possible • Technology has little impact on my daily life • When I find a technology or electronic product I like, I typically recommend it to people I know • I am among the first of my friends and colleagues to try new technology products • At first, I was nervous about using computers, but now I’m much more comfortable • I often ask the advice of others when it comes to technology or electronic products • I like to read reviews before buying technology or electronics • I want others to say “wow” when they see my electronics 30
Survey of the American Consumer: Part 1 VIII. Travel & Transportation A. Automotive Attitudes This series of questions explores various pragmatic and emotional factors at play in the decision-making process for a new or used car, SUV, truck or motorcycle. The questions are designed to explore the commonly held perception that “You are what you drive,” and the responses are particularly useful in light of the data on actual and planned purchase behaviors that GfK MRI collects. Questions – Automotive Attitudes: How much do you agree or disagree with each of the statements (agree completely, agree somewhat, disagree somewhat, disagree completely)? • I want a vehicle that has both the comforts of a car and the capabilities of a truck • I plan to buy the vehicle that best meets my needs no matter who makes it or in what country it is produced • The vehicle a person owns says a lot about him or her • I often take the opportunity to discuss my knowledge of automobiles with others • I’m loyal to my vehicle brands and stick with them • I consider myself to be an automotive enthusiast • I buy vehicles that reflect my commitment to support the environment • I seek out vehicles with bold, innovative designs that stand apart from others on the road • I think of vehicles as basic transportation • I look forward to technology advances in new vehicles • The quality of workmanship/construction of a vehicle is more important than anything else • I enjoy learning about automobiles from others • I research and compare as many vehicles as possible before making my final purchase decision • When I find a vehicle that I like, I typically recommend it to people I know • My first consideration in choosing a vehicle is its exterior styling • I look for vehicles that offer spirited performance and powerful acceleration • I typically look at several vehicle brands when shopping for a new vehicle • Having a vehicle that is fun to drive is a top consideration in my purchasing decision • I enjoy personalizing my vehicle to reflect my individual tastes • I often ask the advice of others when it comes to automobiles continued on next page>> 31
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