Psychographic Sourcebook - GfK MRI

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

PART 1: Survey of the American Consumer VI. <strong>Psychographic</strong> Segmentation Analyses M. Interest in Automobiles Segmentation This segmentation depends on consumers’ level of agreement with two statements: whether they consider themselves to be car enthusiasts, and whether people come to them for advice about cars. • Apathetic about Autos Most adults are not automotive enthusiasts, and are not often sought for advice by other people when it comes to automobiles. • Pumped Up about Cars One third of adult consumers consider themselves to be automotive enthusiasts, with enough apparent credibility that people ask them for advice when it comes to automobiles. 40
PART 1: Survey of the American Consumer VI. <strong>Psychographic</strong> Segmentation Analyses N. Medicine & Drugs Segmentation This segmentation examines consumers’ attitudes toward different approaches to medical treatment and to the remedies available for their ailments. • Generic Traditionalists Loyal to traditional remedies and established drugs, consumers in this segment do not favor alternative medicine and have little faith in herbal supplements. They consider generic medications to be as effective as brand-name drugs, and do not necessarily think that newer brands are more effective than older ones. • Alternatives To the members of this segment, the best medical treatments are neither traditional nor advanced, but alternative, and they are firm believers in the effectiveness of herbal supplements. They also favor generic products, and think tried and true drug brands work just as well as newer brands. • Brand-Name Traditionalists Members of this segment put their faith in traditional medicine and branded remedies. Often the first to try advanced treatments, they prefer popular brand-name drugs, even if they cost more. In general, they feel that newer drug brands work better than older ones. 41
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 41: 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

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