RICHMOND, Va., June 9, 2011 /PRNewswire/ -- The Martin Agency's Consumer Forensics division released today a new segmentation study that defines five categories of dads.
"There's a common misperception in marketing that women are the primary decision-makers when it comes to spending in the household," said Lauren Tucker, SVP/Director of Consumer Forensics. "A recent study by The Futures Company indicates that the spending power of American men and women is nearly equal, which piqued our interest about the role of dad as a consumer."
Using data provided by GfK MRI and Chicago-based market intelligence firm Peacock Nine, the study focuses on men with children under 18 years of age in the household-i.e., the "active" dads who are currently in the process of parenting. MRI's rolling database of 52,000 respondents gave the Consumer Forensics team a sample of nearly 10,000 active dads-a large enough sample to be both statistically sound and representative of the U.S. adult population. The team utilized Peacock Nine's "Consumer Nation" online panel to deepen their understanding of the segments.
With this in mind, the Consumer Forensics team took a closer look at American dads. What are the different kinds of dads? What makes them tick? How do they relate to their kids, to their spouses and to brands?
The team's analysis of MRI's large database revealed five distinct categories of fathers:
The Partner Dad (25% of dads, approximately 9.8 million)
This dad is all about collaboration. He works with his partner to get things done, even if that means doing the shopping, the cooking and the dishes. Free time is a luxury with this dad, so when he gets it, he relaxes in front of the TV or with a magazine.
The Renaissance Dad (19% of dads, approximately 7.3 million)
This dad strengthens the family through togetherness and learning. He makes it a point to be home for dinner every night, even if he has to go back to work afterwards. When he's not bringing the family together, you can find him reading or jogging.
The Durable Dad (25% of dads, approximately 9.7 million)
This dad leads by example, instilling his values in his kids by embodying them himself. He tends to be a little more traditional than most dads: it's family first, then community, then country. He's a man's man and might enjoy hunting or working out in the garage.
The Hip Pop (14% of dads, approximately 5.3 million)
This dad wants to be a friend as well as a parent to his kids. While he's not a pushover, he does like spoiling his kids every once in a while. He's culturally aware and extremely active, participating in a variety of activities like sports and going out with his friends.
The Leader of the Pack (17% of dads, approximately 6.6 million)
This dad sees it as his job to advance the family and make a better life for his kids. He is extremely ambitious and status-oriented, and he tries to instill those values in his kids. He loves top-of-the-line gadgets and clothes.
Through The Martin Agency's "Consumer Nation" panel, managed by Peacock Nine, the team revealed compelling insights about how fathers view shopping, fashion, and culture. The analysis even illuminated what dads really want for Father's Day.
"With clients like GEICO, BFGoodrich, Morgan Stanley and even Walmart, The Martin Agency realizes how much the American male consumer impacts our clients' businesses," Tucker says. "Yet this is a consumer group that is largely and surprisingly misunderstood. This segmentation is the beginning of our journey towards a deeper understanding of men and their relationship to the marketplace."
For more information about your type of dad, including a quiz from Peacock Nine and a specialized Father's Day gift guide, contact Theresa Dunn at The Martin Agency.
MRI and Its Research Methodology:
GfK Mediamark Research Inc. (MRI) is the leading producer of media and consumer research in the United States. GfK MRI's "Survey of the American Consumer'" is the industry standard for magazine audience ratings in the U.S. and is used in the majority of media and marketing plans in the country. As part of the survey, MRI conducts 26,000 in-home, in-person interviews with U.S. adults. The resulting data are released twice yearly, in the spring and fall. MRI's annual Doublebase report, which combines two years of data, has a sample of 52,000 respondents which are representative of the U.S. Adult population (~226 Million Adults). The Survey's vast database of media usage, demographics, psychographics and consumer behavior makes it a powerful resource for penetrating insight into the actions and motivations of adult American consumers.
Peacock Nine and Consumer Nation:
Consumer Nation is a 40,000+ person proprietary panel managed by Peacock Nine and licensed by The Martin Agency. Based in Chicago, Peacock Nine is a boutique market intelligence firm that brings fresh perspectives and creativity to the research process. It is a company founded on the belief that a fundamental understanding of one's customer is the single greatest source of innovation, wisdom and strategic input available to business leaders today.
About The Martin Agency's Consumer Forensics:
Consumer Forensics, a research division of The Martin Agency, aggregates and synthesizes diverse cultural and consumer research sources to provide data-driven communication and business solutions to our clients. We offer a variety of robust analytical tools, from broad-based cultural trend analyses to consumer segmentations, persona development and optimization modeling. We also provide data integration, modeling and analytic resources and solutions for CRM and media programs.
About The Martin Agency:
The Martin Agency offers unified advertising, strategic planning, media, direct response, interactive, data analytics, design and content creation. Clients include the American Cancer Society, BFGoodrich, Discover Financial, ESPN3.com, Expedia, GEICO, Hanes, Microsoft, Morgan Stanley, PING, Pizza Hut, Sun Life Financial, Tylenol and Walmart. www.martinagency.com
SOURCE The Martin Agency
