The GfK MRI Psychographic Sourcebook

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Survey of the American Consumer: Part 2 IX. Psychographic Segmentations Derived from Third Party Partners C. LOHAS TM *This data partner segmentation is available by subscription only. Please contact your GfK MRI representative for more information. LOHAS (“Lifestyles Of Health And Sustainability”) is a segmentation conducted with GfK MRI’s data partner Natural Marketing Institute (NMI). LOHAS classifies consumers according to their behaviors and attitudes toward the environment, social issues and corporate social responsibility. • LOHAS TM —LOHAS consumers are dedicated to personal and planetary health. Not only do they make environmentally friendly purchases, they are active stewards of the environment. • Naturalites TM —This segment has a strong personal health focus through consumables. Naturalites are not, however, as committed to the environment nor driven to purchase eco-friendly durable goods. • Drifters TM —These consumers have good intentions, but factors other than the environment influence their actual behavior. They are, however, driven to sustainability based on the trendiness of the topic. • Conventionals TM —This very practical segment doesn’t have far-reaching green attitudes, but they do have environmental behaviors such as recycling and energy conservation. • Unconcerned TM —Simply put, the environment is not a priority to consumers in this segment. 75
Survey of the American Consumer: Part 2 IX. Psychographic Segmentations Derived from Third Party Partners D. VALS TM Segments *This data partner segmentation is available by subscription only. Please contact your GfK MRI representative for more information. VALS, developed by Strategic Business Insights, segments U.S. adults into eight distinct types—or mindsets—using proprietary psychometric measures and key demographics that explain and predict consumer behavior. VALS assigns individuals a VALS type on the basis of their responses to questions in the VALS Survey. Below are summaries of the eight VALS segments. • Innovators Innovators are successful, sophisticated, take-charge people with high self-esteem. They are change leaders and are most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. • Thinkers Thinkers are motivated by ideals. They are mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility. They tend to be well educated and actively seek out information in the decision-making process. Although their incomes allow them many choices, Thinkers are conservative, practical consumers; they look for durability, functionality, and value in the products they buy. • Achievers Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work. With many wants and needs, Achievers are active in the consumer marketplace. Image is important to Achievers; they favor established, prestige products and services that demonstrate success to their peers. • Experiencers Experiences are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. continued on next page>> 76
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