Psychographic Sourcebook - GfK MRI

More documents

Recommendations

Info

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

PART 1: Survey of the American Consumer V. Psychographic Batteries Designed by Third Party Partners B. VALS/General Attitudes (continued): • I like to lead others • I would like to spend a year or more in a foreign country • I like a lot of excitement in my life • I must admit that my interests are somewhat narrow and limited • I like making things from wood, metal, or other such material • I want to be considered fashionable • A woman’s life is fulfilled only if she can provide a happy home for her family • I like the challenge of doing something I have never done before • I like to learn about things even if they may never be of any use to me • I like to make things with my hands • I am always looking for a thrill • I like doing things that are new and different • I like to look through hardware or automotive stores • I would like to understand more about how the universe works • I like my life to be pretty much the same from week to week 26
PART 1: Survey of the American Consumer VI. Psychographic Segmentation Analyses Psychographic Segmentation Analyses The following MRI segmentations group consumers based on their answers to the corresponding batteries of attitudinal questions. MRI subscribers can either create proprietary segmentations, based on their own unique marketing needs, or use these MRI-created tools. Either way, segmentation analyses, particularly when added to consumer demographic and behavior knowledge, allow a multi-dimensional view of the marketplace and can help refine marketing strategies and better predict consumer activity. MRI offers nineteen segmentations from the Survey of the American Consumer. Each analysis defines and examines different consumer groups within a particular product or service category: a. Consumer Innovators identifies early adopters of new products b. LeisureStyles looks at the different ways people use their personal time c. LifeMatrix groups consumers according to lifestyle, values and lifestage d. Technology focuses on the different ways consumers relate to technology e. Market Involvement & Savings examines consumers’ attitudes toward money f. Banking Methods looks at four styles of transactions with banking institutions g. Cooking & Food Shopping looks at the cooking of food and the shopping that goes along with it h. Eating & Nutrition explores the relationship consumers have with food and how it fits into their daily lives i. Buying Styles focuses on different methods and styles of shopping j. Vacation Preferences focuses on the different ways people approach “enjoyment” while on vacation k. Travel Planning explores how different groups of travelers plan their trips l. Preferred Automotive Characteristics isolates consumers based on their attitudes towards automotive characteristics m. Interest in Automobiles identifies automotive enthusiasts—the people other people come to for advice about cars n. Medicine & Drugs groups consumers based on their approach to medical treatment and remedies o. Doctors & Healthcare identifies two consumer groups: those who regularly go the doctor…and those who do not p. Media Attitudes groups consumers based on how they value various medium—television, radio, newspapers, magazines and the Internet q. Money Borrowing identifies consumers based on their attitudes toward borrowing money r. Diet Control groups consumers based on their various approaches to diet s. Green evaluates the values, attitudes and behaviors underlying consumers’ relationship with the environment t. Multi-Media Advertising classifies consumers according to their interest in advertising across different media u. Newspaper Readers looks at the different ways American consumers continue to use newspapers in their daily lives v. Civic & Political Engagement focuses on the dynamics and motivations of American adults not just as consumers, but also as citizens 27
Page 1 and 2: The MRI Psychographic Sourcebook A
Page 3 and 4: The MRI Psychographic Sourcebook Ta
Page 5 and 6: Survey of the American Consumer
Page 7 and 8: PART 1: Survey of the American Cons
Page 27: PART 1: Survey of the American Cons
Page 55 and 56: PART 2: Teenmark I. Psychographic B
Page 65 and 66: PART 2: Teenmark II. Psychographic
Page 71 and 72: American Kids Study
Page 73: Mediamark Research & Intelligence A

Psychographic Sourcebook - GfK MRI

Create successful ePaper yourself

Delete template?

Save as template?