Psychographic Sourcebook - GfK MRI

PART 2: Teenmark
I. Psychographic Batteries
MRI’s Teenmark study turns an innovative focus on younger consumers (age 12 to 17) and their influence in the consumer marketplace. Many of
the questions asked in Teenmark are similar to the Survey of the American Consumer, giving marketers an uncommon opportunity to view the
larger context in which younger consumers work their magic in the market.
Psychographic Questions in Teenmark: Attitudinal questions in Teenmark generally follow the same format: We are interested in your
attitude about a number of issues. There are no right or wrong answers. Please indicate how much you agree or disagree with each of the
following statements.” Questions are asked for the following topics:
A. Internet/online technology
B. Finance
C. Music
D. Ads
E. Fashion
F. Beauty: Hair
G. Beauty: Makeup
H. Yourself
I. Media
J. Memberships/Clubs
K. Volunteerism
L. Stresses
M. Future Goals
N. Leisure Activities
O. Out of Home Media Attitudes*
A. Internet/Online Technology...
• Is a great way to gather information on products/services I’m considering purchasing
• Is a great way to actually buy products
• Has allowed me to learn things I probably wouldn’t have learned otherwise
• Allows me to do better research for school work
• Is a great way for me to communicate with family/friends
• Is a main source of entertainment for me
• I would feel “unconnected” without the Internet (or helps me feel more “connected” to the rest of the world)
• Going online is one of my favorite things to do with my free time
• The Internet is a good thing, but I worry that too much technology can be a bad thing
• Instant messenger keeps me in touch with my friends
* New in Teenmark 2007
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