The GfK MRI Psychographic Sourcebook
The GfK MRI Psychographic Sourcebook
The GfK MRI Psychographic Sourcebook
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Survey of the American Consumer: Part 2<br />
<strong>Psychographic</strong> Segmentation Analyses (continued)<br />
V. Health & Nutrition<br />
A. Cooking & Food Shopping looks at the cooking of food and the shopping that goes along with it<br />
B. Diet Control & Eating Habits groups consumers based on their various approaches to diet<br />
C. Doctors & Healthcare identifies two consumer groups: those who regularly go to the doctor...and those who do not<br />
D. Eating & Nutrition explores the relationship consumers have with food and how it fits into their daily lives<br />
E. Medicine & Drugs groups consumers based on their approach to medical treatment and remedies<br />
VI.<br />
Sports & Leisure<br />
A. LeisureStyles looks at the different ways people use their personal time<br />
VII.<br />
Technology<br />
A. Internet and Mobile Web examines consumers’ online activities and their usage of computers and mobile devices to access the Internet<br />
B. Mobile Attitudes explores consumers’ opinions about and usage of their cell phones<br />
C. Technology Attitudes focuses on the different ways consumers relate to technology<br />
VIII.<br />
Travel & Transportation<br />
A. Interest/Expertise in Automobiles identifies automotive enthusiasts—the people other people come to for advice about cars<br />
B. Preferred Automobile Characteristics isolates consumers based on their attitudes towards automotive characteristics<br />
C. Travel Planning explores how different groups of travelers plan their trips<br />
D. Vacation Preferences focuses on the different ways people approach “enjoyment” while on vacation<br />
IX.<br />
<strong>Psychographic</strong> Segmentations Derived From Third Party Batteries<br />
A. INFLUENTIAL Americans ® identifies individuals who participate in politics or public or civic affairs to a greater degree than<br />
the average American<br />
B. Category INFLUENTIALS SM identifies individuals considered to be influential due to their expertise in specific categories<br />
C. LOHAS TM (Lifestyles Of Health And Sustainability) examines consumer attitudes toward the environment, social issues and<br />
corporate social responsibility<br />
D. VALS TM explains the deeper psychological drivers of consumer behavior<br />
>>> To learn more about the attitudinal statements and variables used to create <strong>GfK</strong> <strong>MRI</strong>’s segmentations, please refer to the <strong>GfK</strong> <strong>MRI</strong> Codebooks, accessible at www.gfkmri.com.<br />
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