The GfK MRI Psychographic Sourcebook

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Survey of the American Consumer: Part 1 IX. Psychographic Batteries Designed by Third Party Partners A. Category INFLUENTIALS SM (continued) Which, if any, of these people have you recommended any product or service to in the past 12 months? • Family members • Friends • Colleagues or people you know through work • Neighbors • People who share a hobby or interest of yours • People you know through a community group or other activity • People you know through your kids’ activities • People you don’t necessarily know, but ran into at a store or point of sale • People you don’t necessarily know, but have made a recommendation to online (e.g. via chat room, online bulletin board, etc.) For each of the following categories, which, if any, of these people have you recommended any product or service to in the past 12 months (family/friends, neighbors/colleagues, people you don’t necessarily know—in stores, online, etc.)? • Automotive • Finance • Technology • Food • Vacation Travel • Healthcare 36
Survey of the American Consumer: Part 1 IX. Psychographic Batteries Designed by Third Party Partners B. GfK Roper Values This battery of questions examines the personal values of American adults and contrasts them with the responses to a series of activities-related questions. Questions – Personal Values: Please rate on a scale of 1 to 7, with “1” meaning not at all important and “7” meaning extremely important, how important is the value to you as a guiding principle in your life? • Wealth: having material possessions, a lot of money • Status: achieving a higher social status • Ambition: aspiring to get ahead • Honesty: being sincere, having integrity • Being in tune with nature: fitting into nature • Preserving the environment: helping to preserve nature • Creativity: being creative, imaginative • Freedom: having freedom of action and thought • Curiosity: wanting to explore and learn about new things • Public image: protecting my reputation, saving face • Protecting the family: having safety for loved ones • Social responsibility: working for the welfare of society • Equality: desiring equal opportunity for all • Stable personal relationships: maintaining a long-term commitment to friends and loved ones • Romance: having romance in my life • Enjoying life: doing things because I like them • Having fun: having a good time • Adventure: seeking adventure and risk • Sex: achieving a fulfilling sexual life • Looking good: Seeking the utmost attractive appearance continued on next page>> 37
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GfK MRI Headquarters 75 Ninth Avenu
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The GfK MRI Psychographic Sourcebook

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