Insight into how consumers see themselves.
Segmenting consumers by their responses to psychographic questions can deliver insights into motivations or behaviors that are unavailable with market analyses based only on demographics.
GfK MRI currently offers 28 psychographic segmentations in nine categories.
They include:
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Advertising & Media
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Health & Nutrition
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Interest in Advertising
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Cooking & Food Shopping
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Media Attitudes
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Diet Control & Eating Habits
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Newspaper Readers
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Doctors & Healthcare
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Responsiveness to Ads Across Media
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Eating & Nutrition
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Medicine & Drugs
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Community, Politics, Environment
& Attitudinal Outlook
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Civic/Political Engagement
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Sports & Leisure
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General Attitudes
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LeisureStyles
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Green Attitudes & Behavior
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Technology
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Fashion & Shopping
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Internet & Mobile Web
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Buying Styles
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Mobile Attitudes
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Consumer Innovators
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Technology Attitudes
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Fashion & Style Attitudes
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Travel & Transportation
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Finance
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Interest/Expertise in Automobiles
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Banking Methods
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Preferred Automobile Characterics
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Market Involvement & Savings
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Travel Planning
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Money Borrowing Attitudes
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Vacation Preferences
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from Third Party Batteries
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Influential Americans
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Category Influentials
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Psychographic segmentations are also available in Teenmark® studies.
Segmentation makes psychographic data more conducive to analysis. Each psychographic segmentation from the Survey of the American Consumer™ includes several groups or segments, defined by responses to a series of related questions. For example, the Buying Styles segmentation has five segments: Penny Pinchers, Conscientious Consumers, Buyers of the Best, Habitualized Havers and Swayable Shopaholics.
MEMRI users can custom-design proprietary segmentations using any combination of demographic, behavioral or psychographic variables reported in the Survey.