Psychographic Sourcebook - GfK MRI

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$more children enjoy math than reading & writing - GfK MRI$

PART 1: Survey of the American Consumer I. Product and Service Category-Related <strong>Psychographic</strong>s E. Food Attitudes Beyond necessity, why do people eat the food they eat? The answers to this battery of questions can help marketers better understand the degree to which Americans eat with their health in mind and the importance of planning and convenience in shopping for food and in preparing their meals. Questions – Food Attitudes: How much do you agree or disagree with each of the statements (agree completely, agree somewhat, disagree somewhat, disagree completely)? • I try to eat healthy these days and pay attention to my nutrition • I rarely eat frozen dinners • During a given week, I cook meals frequently • If a food item is on sale, I buy multiple units to stock up • Often, I eat my meals on the run • I try to eat a healthy breakfast every day • I only buy food items that are name-brand, not generic brands • When I find a food product I like, I typically recommend it to people I know • I don’t allow “junk” food in my home • Frozen dinners are a convenient alternative for a meal • If generic brands are on sale, I will purchase them over my normal name-brand • I don’t have very much interest in cooking • I enjoy trying different types of food • I indulge my cravings for sweets • People often ask my advice when it comes to food • I prefer picking up quick meals to cooking meals • I don’t pay much attention to my intake of fat • Dinners in my home are usually planned ahead of time • I prefer cooking with fresh food rather than canned or frozen • I’m a creature of habit, and stick to the food I know I like • I regularly eat organic foods 8
PART 1: Survey of the American Consumer I. Product and Service Category-Related <strong>Psychographic</strong>s F. Technology Attitudes Some people “get” new technology, and some don’t—ask any 16 year old who has tried to explain the different features of a new cell phone to a parent. These questions explore the different ways adults confront or conform to new technologies. The responses can be useful when designing new products, promoting new features or selecting the right media vehicles as target markets emerge, expand or contract. Questions – Technology Attitudes: How much do you agree or disagree with each of the statements (agree completely, agree somewhat, disagree somewhat, disagree completely)? • I enjoy reading about new technology products • I’m willing to pay more for top quality electronics • Computers are too confusing to be of much use to me • I give others advice when they are looking to buy technology or electronics products • Computers can be a good source of entertainment • I’m fascinated by new technology • Technology helps make my life more organized • Before buying electronics, I do as much research as possible • Technology has little impact on my daily life • When I find a technology or electronics product I like, I typically recommend it to people I know • I am among the first of my friends and colleagues to try new technology products • At first, I was nervous about using computers, but now I’m much more comfortable • I like to read reviews before buying technology or electronics 9
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PART 2: Teenmark I. Psychographic B
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PART 2: Teenmark I. Psychographic B
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PART 2: Teenmark II. Psychographic
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American Kids Study
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Mediamark Research & Intelligence A
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Psychographic Sourcebook - GfK MRI

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