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. <strong>Psychographic</strong> Segmentation Analyses O. Doctor & Healthcare Segmentation This segmentation identifies two groups of consumers: those who regularly go to the doctor and those who do not. • I’m My Own Doctor These consumers might go to the doctor when there is a problem, but not for regular check-ups. Even when they do consult a professional for medical treatment, they are unlikely to rely on the physician in choosing drug brands. • Doctor Knows Best Consumers in this segment are “good” patients: they go to the doctor regularly for check-ups, take their medicine exactly as prescribed and trust their physicians’ recommendations for drug brands. 42
PART 1: Survey of the American Consumer VI. <strong>Psychographic</strong> Segmentation Analyses P. Media Attitudes Segments Do people have different attitudes toward different media? Do they use different media in different ways for different purposes? What expectations do they have for the media they use? Answers to these questions can be found within the Media Attitudes segmentation. Consumers generally value a particular medium (television, radio, newspapers, magazines, or the Internet) according to three criteria: how well it performs as a means to relax or entertain; how well it informs, and how well it inspires. For each medium, the Media Attitudes segmentation uses data about how these criteria are applied and identifies eight categories of media consumers. These categories are available and applied to each medium measured: • Relaxation Only—consumers who value a given medium exclusively for its ability to entertain. • Inspiration Only—users of a medium who primarily value the given medium as a source of good ideas and as a provider of information about new products, styles and trends. • Information Only—consumers who value a given medium only for its ability to provide news or information. • Relaxation & Inspiration—those consumers who value the medium as an entertainment resource and as a source for new ideas. • Relaxation & Information—those media users of who value the given medium as both an entertainment resource and as a source for news or information. • Information & Inspiration—those users of a given medium who describe it as a good source for news or information and as a source of good ideas for products or trends. • Three in One—those consumers who value a given medium for all three purposes—as an entertainment resource, as a source of news and information, and as a source of ideas or information about new trends and styles. • No Specification—consumers who do not ascribe any of the three media evaluation criteria to the given medium. 43
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 43: 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

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?