Mind-set segments

Better understanding of respondents in the culture-mind-set segments... 

There is an alternative approach to understanding the respondents, which begins not with who they are but rather with how they think when they respond to a specific topic. By looking at how respondents think about a specific situation, we end up dividing the respondents into a small set of complementary groups called mind-set segments. These individuals may be of different genders, live in different places, even in different countries, share little in common with each other on most topics, but nonetheless think, or at least respond, similarly for a particular topic (Moskowitz et al, 2005). 

Whereas no elements for the total panel really described the respondent, at least in the respondent s opinion, and on average, dividing the respondents into mind-set segments reveals elements which respondents feel fits them. 

The pattern of strong performing elements differs by mind-set segment. 

The mind-set segments are not perfectly homogeneous, but they are sufficient to teU four stories, albeit with a few unexpected exceptions. 

Table 24.7 Strong performing elements for each of the four mind-set segments (Sl-S emerging from clustering the 200 respondents based on the pattern of coefficients from question 2...

Table 24.8 Percent of respondents in the total panel and the four mind-set segments who agree with each statement in a set of eight statements...

The pattern of agreement is similar across the four mind-set segments. 

The classification fimction with the highest positive value shows us the mind-set segment to which the respondent belongs. For oin worked example the highest value... 

Figure 24.8 Output from the typing wizard, showing the mind-set segment to which the person belongs and what to say to the person.

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