The GfK MRI Psychographic Sourcebook

Survey of the American Consumer: Part 2
IV. Finance & Insurance
B. Market Involvement & Savings Segmentation
This segmentation is based on three factors: attitudinal data having to do with interest in finance, and attitudes toward saving and
financial risk.
• Financially Uninvolved—These consumers focus on the present; they want what they want when they want it. They have little interest
in things financial, even those that touch them personally. “Long-term Savings” is an abstract concept to them, and their avoidance to
risk comes more from a lack of interest, among other things, than from a fear of loss.
• Savers First—Members of this segment are enthusiastic about their savings, but highly intolerant of risking them for a greater return.
“Savings” is an important factor for their futures, and as much an immediate necessity as food and shelter. They have little interest in
financial news, and prefer to keep their money in low risk investments.
• Money Game Players—These consumers want to have as much control over their investments as possible, yet are willing to tolerate
market risk for a higher return. They follow developments in the financial world regularly, especially in the media, and are highly
focused on the future.
• Money Game Spectators—These consumers feed off the excitement of the market’s ups and downs, but can’t take a chance on getting
hurt themselves. Somewhat passive when it comes to long-term market investing, they are oriented more to the present than to the
future, they mostly save only for special purposes.
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