The Behavior and Attitudes database is a collection of modeled variables that are intended to complement and simplify the main Consumer Behavior MRI database by focusing on those key attitudes and behavioral characteristics that drive consumer behavior and lifestyles in general. Well loved by end-users for many years, Behaviors and Attitudes is a great way to understand the motivating factors behind consumer behaviors.
The data consists of approximately 425 variables which are often themselves the combination of individual Consumer Behavior MRI variables. These have been classified into some key behavioral groupings, and each has been given a label which describes the behavior. Examples of such labels include ‘Cowboy Style’, ‘Junk Food Averse’, ‘Barflies and Clubbers’, ‘Gearheads’ and ‘Nose to the Grindstone’. The groupings are:
- Fashion styles
- Financial attitudes
- Food and beverage attitudes
- Health and fitness attitudes
- Home
- Lifestyle and leisure
- Media styles
- Technology styles
- Pets
- Shopping attitudes and style
- Sports fans
- Travel attitudes and behaviors
- Values
- Vehicle style and behavior
We mapped some of the variables—those that use a Mac computer, and those that use a PC Windows device—below. As you can see, the suburbs of the larger east coast cities prefer a Mac, while most of the area uses a PC.
There are all kinds of segments, from lighthearted to serious. Below are maps that prove that cowboy fashion extends far beyond Texas and Oklahoma, and two that show where economic optimists and pessimists live.
This database, which pulls together the Consumer Behavior data, Panorama, and Demographic Dimensions, finds the commonalities and creates simple categories that anyone can understand. It’s no wonder why this is a favorite database amongst our clients.
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