The GfK MRI Psychographic Sourcebook

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Survey of the American Consumer: Part 2 V. Health & Nutrition C. Doctor & Healthcare Segmentation This segmentation identifies two groups of consumers: those who regularly go to the doctor and those who do not. • I’m My Own Doctor These consumers might go to the doctor when there is a problem, but not for regular check-ups. Even when they do consult a professional for medical treatment, they are unlikely to rely on the physician in choosing drug brands. • Doctor Knows Best Consumers in this segment are “good” patients: they go to the doctor regularly for check-ups, take their medicine exactly as prescribed and trust their physicians’ recommendations for drug brands. 61
Survey of the American Consumer: Part 2 V. Health & Nutrition D. Eating & Nutrition Segmentation This segmentation goes beyond the buying and preparation of food and explores segments that illuminate the relationship consumers have with food and how it fits into their daily lives. • Convenience Over Health—These consumers have little appreciation of the relationship between nutrition and good health. They see frozen dinners as convenient alternatives to preparing meals with fresh ingredients, and rarely plan ahead for their meals. • Heedful of Wellness—Consumers in this segment choose health over convenience. They start their days with healthy breakfasts, don’t eat junk food, watch their fat intake and plan their meals ahead of time. • Blasé ‘bout Edibles—This segment shares many of the characteristics of the “Convenience Over Health” segment, but its members are not as aggressive in making a trade-off between good nutrition and convenience. They just don’t care. 62
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The GfK MRI Psychographic Sourcebook

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