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 />
IX. <strong>Psychographic</strong> Segmentations Derived from Third Party Batteries<br />
A. INFLUENTIAL Americans ® Segmentation<br />
<strong>The</strong> INFLUENTIAL Americans ® Segmentation is based on consumers answers to the public activities battery of questions. Responses to these<br />
questions are used in a third-party arrangement with <strong>GfK</strong> Roper Consulting, a division of <strong>GfK</strong> Custom Research North America, to identify<br />
America’s “Influentials”—the one in ten people who tell the other nine how to vote, where to eat, and what to buy. To qualify as an<br />
“Influential” a respondent must answer “yes” to at least three of the items below.<br />
Which, if any, have you done in the past year?<br />
• Voted in a federal, state or local election<br />
• Written or called any politicianat the state, local or national level<br />
• Written a letter to the editor of a newspaper or magazine or called a live radio or TV show to express an opinion<br />
• Written something that has been published<br />
• Written an article for a magazine or newspaper<br />
• Attended a political rally, speech or organized protest of any kind<br />
• Attended a public meeting on town or school affairs<br />
• Held or run for political office<br />
• Served on a committee for some local organization<br />
• Served as an officer for some club or organization<br />
• Signed a petition<br />
• Worked for a political party<br />
• Made a speech<br />
• Been an active member of any group that tries to influence public policy or government<br />
• Participated in environmental groups/causes<br />
• Engaged in fundraising<br />
• Recycled products<br />
• Any activity<br />
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