AIO- Activities, Interests and Opinions

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Definition: AIO- Activities, Interests and Opinions

Consumers are grouped according to some combination of three categories of variables namely activities, interests and opinions in order to understand the psychographic patterns which facilitates psychographic segmentation and are called AIOs. This facilitates in understanding the attitudes, motives, needs and perception regarding a product or a brand. The most common applications of AIOs are in market segmentation and advertising


The commonly used AIO dimensions are –

Activities

Interests

Opinions

Work

Family

Themselves

Hobbies

Home

Social Issues

Social Events

Job

Politics

Vacations

Community

Business

Entertainment

Recreation

Economics

Club Membership

Fashion

Education

Community

Food

Products

Source: William D. Wells and Douglas J. Tigert, “Activities, Interests and Opinions”, Journal of Advertising Research 11(August, 1971):27-35


Process Methodology

• Marketers’ gives respondents long list of statements.

• Ask them to indicate how much they agree or disagree with each of the statements

Marketers then create profiles of customers in terms of activities and patterns of product usage using data from large samples.


Advantages of AIO based psychographic analysis

• Defining the target market – This method facilitates defining the target market beyond simple demographic or product usage variations

• Create a new view of the existing market – Creating strategies with stereotyping in mind about a typical customer in mind may not always match assumptions.

• Position the Product – Marketers can use psychographic information to emphasize features in a product that fits with a person’s lifestyle

• Communicating product attributes in better way - Provides useful input to advertisers regarding a much richer mental image of target consumer who are in the process of communicating something useful about the product.

• Product strategy development – Helps marketers identify new product opportunities, draft media strategies by understanding how a product fits or does not fit into consumer lifestyle.

• Marketing Social and Political Issues – Psychographic segmentation becomes important in political campaigns and policy makers for finding commonalities among consumers.

 

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