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

Research 11(August, 1971):27-35

and

Opinions,

Journal

of

Advertising

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 persons 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.