The GfK MRI Psychographic Sourcebook

Survey of the American Consumer: Part 2
Psychographic Segmentation Analyses
The following GfK MRI segmentations group consumers based on their answers to the corresponding batteries of attitudinal questions.
GfK MRI subscribers can either create proprietary segmentations, based on their own unique marketing needs, or use these GfK MRI-created tools.
Either way, segmentation analyses, particularly when added to consumer demographic and behavior knowledge, allow a multi-dimensional
view of the marketplace and can help refine marketing strategies and better predict consumer activity.
GfK MRI offers thirty psychographic segmentations from the Survey of the American Consumer. Each analysis defines and examines different
consumer groups within a particular product or service category:
I. Advertising & Media
A. Interest in Advertising looks at the ways consumers view advertising across 5 media platforms
B. Media Attitudes groups consumers based on how they value various media—television, radio, newspapers, magazines and the Internet
C. Newspaper Readers looks at the different ways American consumers continue to use newspapers in their daily lives
D. Responsiveness to Ads Across Media classifies consumers according to their interest in advertising across different media
II.
Community, Politics, Environment & Attitudinal Outlook
A. Civic/Political Engagement focuses on the dynamics and motivations of American adults not just as consumers, but also as citizens
B. General Attitudes focuses on the underlying attitudes that often drive media and consumer decisions
C. Green Attitudes & Behavior evaluates the values, attitudes and behaviors underlying consumers’ relationship with the environment
III.
Fashion & Shopping
A. Buying Styles focuses on different methods and styles of shopping
B. Consumer Innovators identifies early adopters of new products
C. Fashion & Style Attitudes examines consumers’ opinions on fashion and style, as well as their spending habits
IV.
Finance
A. Banking Methods looks at four styles of transactions with banking institutions
B. Market Involvement & Savings examines consumers’ attitudes towards money
C. Money Borrowing Attitudes identifies consumers based on their attitudes toward borrowing money
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>>> To learn more about the attitudinal statements and variables used to create GfK MRI’s segmentations, please refer to the GfK MRI Codebooks, accessible at www.gfkmri.com.
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