Conducting detailed in-home interviews with 26,000 adults nationwide for nearly 30 years has made Mediamark Research Inc. (MRI) and its consumer insights database an indispensable resource for media planners and marketers. MRI has enhanced its offerings through the introduction of customized segmentation analyses that delve beyond traditional demographic data; to the creation of actionable consumer group profiles.

"Consumers with similar demographics often have quite dissimilar approaches to consumer products and product categories," says Michal Galin, Vice President of Research at MRI. "These segmentation analyses are designed to help marketers go beyond demographics to understand the ‘why’ that underlies consumer behavior."

For the Buying Styles analysis, MRI groups consumers into five distinct purchasing profiles: Buyers of the Best, Habitualized Havers, Swayable Shopaholics, Conscientious Consumers and Penny-Pinchers.

According to MRI, active health club members index at 148 for Buyers of the Best. MRI categorizes Buyers of the Best according to the following terms:

Low price is not the objective to consumers in this segment; it's quality that matters most. They are careful to buy the best and brand loyalty trumps all other considerations in their purchases. They favor environmentally safe products, are extremely comfortable with new technology and always check the ingredients and nutritional content of food products they buy.

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