The GfK MRI Psychographic Sourcebook

Teenmark
II. Psychographic Segmentation Analyses
Psychographic Segmentation Analyses
GfK MRI has several segmentation analyses based on the Teenmark study. Much like the analyses prepared for adults in the Survey of the
American Consumer, these segmentations group teens based on their answers to the following batteries of attitudinal questions: Fashion;
Internet/Online Technology; Food; Finance; Yourself; Beauty: Makeup; Beauty: Hair; Music; and LeisureStyles.
A. Beauty: Hair Attitudes Segmentation
The Hair Attitudes segmentation examines the unique relationship teens have with their hair, what they think their hairstyles say about them,
and the importance hair-related products are to maintaining their unique styles.
• Coif Queens
Coif Queens believe in Style, but are still looking for the right one, and aren’t afraid to try different looks in their search for the one
that best reflects who they are (at least for the moment). They like to try new and different brands and products, and seek out
information about them in magazines. The ads they see in magazines and on TV often guide their consumer choices.
• Product Friendly
The teenage consumers in this segment like their usual hairstyles, but are always on the lookout for new products to maintain them.
New brands are important to Product-Friendlies, and they rely on magazines for ideas and information about new hair products. They
often see hair products advertised on TV and in magazines that they would like to try.
• Self-Styled
Self-Styled teenage consumers are as hair-focused as Coif Queens, but are more confident and self-directed about their style choices.
They aren’t afraid to try different styles and new cuts, and like to try different hair coloring schemes, but they don’t rely on magazines
or TV ads for guidance.
• Just A Trim
Members of this segment have found their hairstyles and stick with them. They aren’t influenced by what they see in magazines or on
TV about hair care products, mainly because they see no reason to change from the products they usually use.
• Hair Natural
Like many teenagers, the consumers in this segment are generally happy with their hairstyles. Unlike other teenagers, they like to keep
their hair natural, and have little interest in hair styling products of any kind.
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