Psychographic Sourcebook - GfK MRI

The MRI Psychographic Sourcebook
Introduction
Consumers with similar demographics often have quite dissimilar attitudes. Adults in the same age group and with similar incomes, for instance,
can have very different risk tolerance when it comes to investing…seek different levels of emotional payback from shopping…and have different
preferences for the kinds of foods they buy and prepare.
Mediamark Research & Intelligence (MRI) has long been known for the high-quality data it provides on consumer demographics and behavior,
including media and product usage. Over the past 14 years, MRI has also released high quality data that speak to the full range of attitudes
and feelings about specific consumer categories and products, as well as to overall purchasing experiences. Marketers—increasingly interested
in gaining insights into what motivates consumers—use these data to go beyond demographics to understand the ‘why’ that underlies
consumer behavior.
This sourcebook is designed to act as a guide to, and summary of, the psychographic data MRI collects in three studies:
Part 1 reports on attitudinal data collected in the Survey of the American Consumer across four areas: product- and service-related
psychographics; opinions on marketing issues, such as consumer confidence and interest in advertising; attitudes on personal issues,
such as public activities and political outlook; and a section on lifestyle choices such as leisure activities and diet control.
A fifth section showcases psychographic questions developed by third parties to generate insights into various consumer behaviors, particularly
those that relate to how U.S. adults spend their time and their feelings about life in general.
The sixth section describes a number of segmentation analyses—many of them newly created and recently released—available to MRI
subscribers; most of these segmentations were devised by the MRI research team after careful analysis of consumers' responses to the various
psychographic batteries.
Part 2 focuses on attitudes and feelings among American teens (age 12 to 17), as measured in Teenmark. This section also contains newly created
segmentation analyses, devised by the MRI research team, to provide more clues for marketers and advertisers on what makes teens tick.
Part 3 highlights attitudes and feelings among younger consumers (age 6 to 11), as measured in the American Kids Study.
This issue of the MRI Psychographic Sourcebook is current as of July 2008. It reflects psychographic questions asked through Wave 57 of the Survey of The American Consumer and
questions asked in the 2007 Teenmark and the American Kids Study. For completely up-to-date information, please contact your MRI sales representative.
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