The GfK MRI Psychographic Sourcebook

Survey of the American Consumer: Part 2
II. Community, Politics, Environment & Attitudinal Outlook
A. Civic/Political Engagement Segmentation
Labels such as Republican, Democratic, Independent, Liberal and Conservative may be useful to journalists and pundits, but they fall short in
helping to draw an accurate, in-depth picture of the American political landscape. This segmentation helps marketers better understand the
dynamics and motivations of American adults not just as consumers, but also as citizens.
• Political Activists
Deeply committed to and involved in the political process, these consumers index exceptionally high across a full range of political
activities: voting, organizing, communicating, active involvement in local and national politics. They tend to be highly educated and
affluent, with a median age of 51.5, and, in political outlook, shun the middle of the road. Newspapers and radio are their most
trusted media.
• Local Participants
These citizens show a high level of interaction with other people in their communities. They serve on local committees, as officers of
local clubs and organizations, and engage in public fundraising at three times the national rate. They are affluent and highly educated,
somewhat more likely to be women, and just as likely to contribute to PBS or NPR as they are to contribute to religious organizations.
Television has a relatively low ranking in their roster of trusted media.
• Civic Advocates
Members of this segment want their voices heard. They publish books, write articles for magazines and newspapers, deliver speeches
and use all forms of media, including live radio and TV programs, to promote their views and opinions. Civic Advocates are likely to be
Late Boomers, highly educated, affluent and liberal. They trust the Internet more than any other medium, and are the least likely of the
political segments to watch TV (including primetime).
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