activities, interests, opinions (AIO)

  

Definition

Lifestyle characteristics analyzed by market researchers to create a psychographic profile of a market segment. When combined with demographic characteristics, AIOs give an in-depth look into the buying behavior of the segment. In AIO research, the subject is asked if he or she agrees or disagrees with certain statements designed to explores his or her attitudes, motives, needs, and perceptions. Also called attitudes, interests, opinions. See also Values, Attitudes, and Lifestyles System (VALS-2).

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