Recent Research Reports
A psychographic survey of over 17,000 Americans reveals a brewing identity crisis within the Tea Party. As religious conservatives join the movement, libertarians – with their vastly different values, morals and personalities – are leaving.Press coverage: Huffington Post
Deals.com commissioned MyType to survey over 8,500 US residents to uncover the psychographic drivers of opinion about online coupons. Of the five distinct opinions that emerged, this report focuses on two: those who regularly search for online coupons (coupon lovers) and those who prefer not to use them (coupon abstainers). Imaginative, upper-middle class mothers stand out as quintessential coupon lovers, whereas insecure, low-income men are classic online coupon abstainers.first couple months of its release.Press coverage: CNBC
A psychographic survey of over 20,000 Americans casts early owners of the iPad as an elite bunch. They're often wealthy, highly educated and sophisticated. They value power and achievement much more than others. They also tend to be selfish, scoring low on measures of kindness and altruism. People with all or most of these qualities, whom we call selfish elites, were roughly 6 times more likely than the average person to be an iPad owner within the first couple months of its release.Press coverage: Daily Mail, Wired, Huffington Post, Drudge Report, News.com.au, The Register, ZDNet
MyType's Custom Psychographic Research Process
MyType inserts 1-3 questions about your topic of interest into its psychographic surveys, which thousands of people take every day to learn about themselves and compare results with friends. For the iPad Opinion Profile, for instance, we asked respondents to say whether they already bought an iPad, plan to buy one, will wait for a later version, think it's a silly product, or any of several other opinions. After collecting the desired sample size, we normalize the sample to match the age, gender, location and personality distribution of the general US population (please inquire about international research). MyType's research team then examines the data for psychographic trends of interest and summarizes the results in a report similar to the examples showcased above. This analysis phase is heavily influenced by your specific needs. Some clients do not even want an analysis, opting instead for the raw, anonymized data. MyType will be as flexible as possible to accommodate your particular psychographic research needs.