The GfK MRI Psychographic Sourcebook

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Survey of the American Consumer: Part 2 IX. Psychographic Segmentations Derived from Third Party Batteries A. INFLUENTIAL Americans ® Segmentation The INFLUENTIAL Americans ® Segmentation is based on consumers answers to the public activities battery of questions. Responses to these questions are used in a third-party arrangement with GfK Roper Consulting, a division of GfK Custom Research North America, to identify 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 “Influential” a respondent must answer “yes” to at least three of the items below. Which, if any, have you done in the past year? • Voted in a federal, state or local election • Written or called any politicianat the state, local or national level • Written a letter to the editor of a newspaper or magazine or called a live radio or TV show to express an opinion • Written something that has been published • Written an article for a magazine or newspaper • Attended a political rally, speech or organized protest of any kind • Attended a public meeting on town or school affairs • Held or run for political office • Served on a committee for some local organization • Served as an officer for some club or organization • Signed a petition • Worked for a political party • Made a speech • Been an active member of any group that tries to influence public policy or government • Participated in environmental groups/causes • Engaged in fundraising • Recycled products • Any activity 73
Survey of the American Consumer: Part 2 IX. Psychographic Segmentations Derived from Third Party Partners B. Category INFLUENTIALS SM Segments Experience has shown that not all INFLUENTIALS segments are equal. Some influence the national conversation about broad social themes, while others wield influence only on specific categories. GfK Roper has refined its INFLUENTIALS analytics to create Category INFLUENTIALS groups. The result is an even more precise tool for defining and leveraging the most influential consumers in your category. Based on their answers to the Category INFLUENTIALS battery, consumers may fall in one of two segments for each category: • Category Influential Consumers are deeply familiar with their category, frequent recommenders across broad social networks, highly trusted, and word of mouth leaders for products and services. • Super Category Influentials are a subset of Category Influentials and have reported they have influenced more types of people in a particular time frame. • Healthcare • Physical Fitness • Healthy Lifestyle • Environmentally-Friendly products • Prescription Drugs • Dieting • Cooking • Snacks • New Food Items • Grocery Shopping • Cleaning Products • Beauty • Fashion—Clothes • Fashion—Shoes • Other Fashion • Shopping • Wine • Beer • Other Alcoholic Beverages • Coffee • Soft Drinks • Automobiles • Other Vehicles • Automotive Products • Business Travel • Vacation Travel • Restaurants • Finance/Investments • Real Estate • Insurance • Business • Home Remodeling • Household Furnishings • Interior Decorating • Gardening • Computers • Home Electronics • New Technology • Mobile/Cell Phones • Photography • Video Games • Books • Movies • TV Shows • Radio • Newspapers • Magazines • Internet • Music • Other Entertainment • News • Politics • Sports • Sporting Equipment • Fishing • Hunting • Parenting • Education • Products for Babies or Children • Pets 74
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