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AIO- Activities, Interests and Opinions

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De nition: AIO- Activities, Interests and Opinions

AIO or Activities, Interests and Opinions are parameters based on which customers are grouped
under psychographic segmentation. AIO facilitates in understanding the attitudes, motives, needs and
perception regarding a product or a brand based on the customer's activities, interests and opinions. The
most common applications of AIOs are in market segmentation and advertising as it helps companies to
target them better.

AIO (Activities, Interests and Opinions) is one of the parameters to carry out psychographic segmentation,
which does market segmentation based on the psychology of the customers.

AIO (Activities, Interests and Opinions) dimensions

The commonly used AIO dimensions are –

Activities Interests Opinions

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Work Family Themselves

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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 and Opinions”, Journal of Advertising
Research 11(August, 1971):27-35

AIO 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 pro les of customers in terms of activities and patterns of product usage using data
from large samples. This is an exhaustive process which yields qualitative data about the customer.

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Advantages of AIO
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• De ning the target market – This method facilitates de ning 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 ts with a person’s 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 ts or does not t into consumer lifestyle.

• Marketing Social and Political Issues – Psychographic segmentation becomes important in political
campaigns and policy makers for nding commonalities among consumers.

Hence, this concludes the de nition of AIO- Activities, Interests and Opinions along with its overview.

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