Psychographic Sourcebook - GfK MRI

More documents

Recommendations

Info

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

PART 1: Survey of the American Consumer VI. Psychographic Segmentation Analyses C. LifeMatrix Segmentation LifeMatrix was designed by MRI’s sister company, GfK NOP, to help place consumers in the context of their life stage, lifestyle and their personal values. Ten segments have been developed. • Tribe Wired are digital, free-spirited, creative young singles who are pursuing entertainment and adventure to complement their lifestyles; they are motivated by learning and seek out new and unique experiences • Fun/Atics value having a good time, and live an active, free-spirited lifestyle; they tend to be aspirational and likely to be students or young singles starting out in their careers • Dynamic Duos are well-positioned, hard-driving, high involvement couples with tremendous opportunities, both personally and professionally; they are leaders in defining the digitally-connected household lifestyle • Priority Parents tend to be driven by traditional family values and consider themselves responsible parents and care-givers; they are motivated by a desire for intimacy, stability and a sense of belonging • Home Soldiers are home-centric and family-oriented—busy with family and work, they do not participate in many personal leisure activities • Renaissance Women balance work, family and a myriad of cultural and educational activities; they maintain an optimistic outlook on life and are active, caring, affluent, influential moms • Rugged Traditionalists value “manly” things such as the outdoors, nature and automobiles • Struggling Singles are characterized by continuous struggling, as a result of lower socioeconomic status with relatively little control over external events; they have values that represent aspirations to what they would like, yet do not have in their lives; they tend to be unmarried, but have children • Settled Elders are devout, older individuals who value faith, duty and tradition above other human aspirations; they lead sedentary and home-centric lifestyles and worry about healthcare • Free Birds are healthy, confident, energetic empty-nesters with a wide range of activities and interests; altruistic and creative seniors who spend their time with friends 30
PART 1: Survey of the American Consumer VI. Psychographic Segmentation Analyses D. Technology Segmentation This segmentation considers the responses to various technology-related questions—both behavioral and attitudinal—to develop profiles for six groups of consumers: • Tech-Splorers are eager to try new technologies and use them more frequently than the other segments. Knowledgeable and confident enough to give advice to others, Tech-Splorers are more likely to have read or looked into technology, computer and science magazines. • Tech-Thusiasts own and use advanced technology products, and are highly interested in the theoretical aspects of technology. They want to know how things work, enjoy reading about new products and are willing to pay for top quality electronics. • Techno-Gamers* embrace technology for entertainment purposes and are big fans of electronic, computer and video games— online, they are more likely to chat, participate in dating services, play games and access gambling sites. • Tech-Sploiters have a more pragmatic orientation toward technology—they value new tech products most for their utility. Tech-Sploiters are generally satisfied with the technologies they use and are unlikely to be interested in knowing much more about them. • Techno-Laggards* are not interested in advanced technology or applications. They do not find computers intimidating and use the Internet on a limited basis for checking e-mails, searching for specific information or shopping. • Techno-Phobes have little or no interest in purchasing advanced technology products or services. They do not participate in the technology purchasing or decision-making process and are suspicious of computers and the Internet and technology in general. * New in Wave 57 31
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 31: 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?