The GfK MRI Psychographic Sourcebook
The GfK MRI Psychographic Sourcebook
The GfK MRI Psychographic Sourcebook
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Survey of the American Consumer<br />
<strong>The</strong> <strong>GfK</strong> <strong>MRI</strong> <strong>Psychographic</strong> <strong>Sourcebook</strong><br />
Table of Contents<br />
PART 1: <strong>Psychographic</strong> Batteries 4<br />
I. Advertising & Media<br />
A. Alternative Advertising Places 4<br />
B. Interest in Advertising 5<br />
C. Media Attitudes 6<br />
II.<br />
III.<br />
IV.<br />
Community, Politics, Environment & Attitudinal Outlook<br />
A. Consumer Confidence 7<br />
B. General Attitudes 8<br />
C. Green <strong>Psychographic</strong> Questions 9<br />
D. Political Outlook/Affiliation 10<br />
E. Public Activities 11<br />
Fashion & Shopping<br />
A. Buying Styles 12<br />
B. Fashion & Style Attitudes 15<br />
C. Intent to Purchase 16<br />
Finance & Insurance<br />
A. Finance Attitudes 17<br />
B. Financial Institution Preferences 18<br />
C. Insurance Provider Preferences 18<br />
V. Health & Nutrition<br />
A. Diet Control/Eating Habits 19<br />
B. Food Attitudes 20<br />
C. Health Attitudes 22<br />
VI.<br />
Sports & Leisure<br />
A. Interest in Sports 23<br />
B. Leisure Activities 24<br />
C. Participation in Sports 25<br />
D. Physical Fitness 25<br />
VII. Technology<br />
A. Cellular/Mobile Opinions 26<br />
B. Internet/Online Attitudes 28<br />
C. Social Networking 29<br />
D. Technology Attitudes 30<br />
VIII. Travel & Transportation<br />
A. Automotive Attitudes 31<br />
B. Vacation Travel Attitudes 33<br />
IX.<br />
<strong>Psychographic</strong> Batteries Designed by Third Party Partners<br />
A. Category INFLUENTIALS SM 35<br />
B. <strong>GfK</strong> Roper Values 37<br />
C. VALS TM conducted with Strategic Business Insights 40<br />
PART 2: <strong>Psychographic</strong> Segmentation Analyses 42<br />
I. Advertising & Media<br />
A. Interest in Advertising 44<br />
B. Media Attitudes 45<br />
C. Newspaper Readers 46<br />
D. Responsiveness to Ads Across Media 48<br />
II. Community, Politics, Environment & Attitudinal Outlook<br />
A. Civic/Political Engagement 49<br />
B. General Attitudes 51<br />
C. Green Attitudes & Behavior 52<br />
III. Fashion & Shopping<br />
A. Buying Styles 53<br />
B. Consumer Innovators 54<br />
C. Fashion & Style Attitudes 55<br />
IV. Finance & Insurance<br />
A. Banking Methods 56<br />
B. Market Involvement & Savings 57<br />
C. Money Borrowing Attitudes 58<br />
V. Health & Nutrition<br />
A. Cooking & Food Shopping 59<br />
B. Diet Control & Eating Habits 60<br />
C. Doctors & Healthcare 61<br />
D. Eating & Nutrition 62<br />
E. Medicine & Drugs 63<br />
VI. Sports & Leisure<br />
A. LeisureStyles 64<br />
VII. Technology<br />
A. Internet & Mobile Web 65<br />
B. Mobile Attitudes 67<br />
C. Technology Attitudes 68<br />
VIII. Travel & Transportation<br />
A. Interest/Expertise in Automobiles 69<br />
B. Preferred Automobile Characteristics 70<br />
C. Travel Planning 71<br />
D. Vacation Preferences 72<br />
IX. <strong>Psychographic</strong> Segmentations Derived from Third Party Batteries<br />
A. INFLUENTIAL Americans ® 73<br />
B. Category INFLUENTIALS SM 74<br />
C. LOHAS TM (Lifestyles Of Health And Sustainability)<br />
conducted with Natural Marketing Institute (NMI) 75<br />
D. VALS TM conducted with Strategic Business Insights 76<br />
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