Psychographic Sourcebook - GfK MRI

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

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. 1
The MRI Psychographic Sourcebook Table of Contents PART 1: Survey of the American Consumer 4 I. Product & Service Category-related Psychographics A. Health Attitudes 4 B. Automotive Attitudes 5 C. Finance Attitudes 6 D. Vacation Travel Attitudes 7 E. Food Attitudes 8 F. Technology Attitudes 9 G. Media Attitudes 10 H. Out-of-home Media Attitudes 11 II. Attitudes & Opinions on Marketing Issues A. Buying Styles 12 B. Interest in Advertising 14 C. Intent to Purchase 15 D. Consumer Confidence 16 III. Attitudes on Personal Issues A. Interest in Sports 17 B. Political Outlook 18 C. Participation in an array of public, civic and political activities 19 IV. Lifestyle Choices A. Diet Control/Eating Habits 20 B. Leisure Activities 21 C. Participation in Sports 22 D. Physical Fitness 22 V. Psychographic Batteries Designed by Third Party Partners A. LifeMatrix, conducted with GfK NOP 23 B. VALS TM (Values, Attitudes, Lifestyles) Psychology of Markets conducted with SRI Consulting Business Intelligence 25 continued on next page>> 2
Page 1: The MRI Psychographic Sourcebook A
Page 5 and 6: Survey of the American Consumer
Page 7 and 8: PART 1: Survey of the American Cons
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PART 1: Survey of the American Cons
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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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