characteristics of an individual used by researchers to create a psychographic profile of the individual; also called attitudes, interests, and opinions. When combined with quantifiable characteristics such as age, income, or education level, an AIO profile provides great insight into an individual's likes and dislikes as a consumer. Product-specific AIOs, rather than general AIOs, may be used in new product development or copyrighting to predict consumer response.
Measurement of the AIO is used by marketers as a research tool to determine influences on consumer behavior and appropriate consumer markets. Researchers will ask respondents to state how strongly they agree or disagree with a series of statements about their activities, interest, and opinions. Answers are linked to demographics. Questionnaires are typically quite lengthy and contain statements such as:
I would rather stay home than go out for fun.
I dress for comfort rather than fashion.
I enjoy watching talk shows on television.
I am the kind of person who loves to make impulsive purchases.
I always plan very carefully.
Evaluation of the AIO is most useful in planning marketing strategy because it will help to identify the lifestyle group toward which a product will be targeted.
