What Type of Guy Are You?

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Building on its research with Social Technologies, Spike TV develops a fun questionnaire to help men, and their women, determine what type of guy they are

A new questionnaire was released today to help men answer the question "What type of guy are you?" The fun, user-friendly survey is based on extensive research conducted by Spike TV, which commissioned a national study to determine the "State of Men 2008."

Spike TV worked with the Washington DC-based futurist research and consulting firm Social Technologies to investigate how men aged 18-49 feel about fatherhood and family, politics, relationships and women, role-models, work and stress, technology, and more.

"Social Technologies used its knowledgebase to identify the trends and issues most relevant to guys' lives," explains Chris Carbone, director of programs at Social Technologies and leader of the study. "We then conducted expert interviews and developed hypotheses about the current and future state of American men."

The market research firm Penn Schoen & Berland (PSB) tested the hypotheses through an online qualitative survey (1741 adults aged 18-49, including 1,306 men and 435 women in February 2008). Social Technologies followed this up with focus groups in Philadelphia, Atlanta, and Minneapolis to hear from guys in their own words. Using segmentation provided by PSB, Social Technologies created a set of composite personas to help bring the survey and focus group findings to life.

PSB's survey resulted in a segmentation characterizing five types of American guys aged 18-49. Social Technologies analyzed the segmentation data to create descriptions and composite personas, which were used by Spike TV to better understand different types of men and how their lifestyles and consumer habits may change in the near future.

The composite personas for the five segmentations had the following distribution:

  •     Young Carefrees (23% of guys)
  •     Above Average Joes (29%)
  •     Good Ol' Boys (13%)
  •     Mac Daddies (20%)
  •     Worry Warriors (15%)

The questionnaire

Here's a sampling of the questionnaire. Which answer best describes you, or your man?

  •     It's Friday and your buddies are meeting at the neighborhood bar.

1.    I'm there--it'll be another all-night party with my friends.
2.    I have to work late, but I'll meet them and buy a few rounds.
3.    I'm going to make it, but won't stay long. I promised to get home in time to put the kids to bed.
4.    My girlfriend/ wife knows this is a weekly event--no need to tell her.
5.    I have to ask my girlfriend/ wife, and hope she'll be OK with me going out.

  •     Apple just released the new iPhone 3G.

o    I'm psyched about the iPhone, but have better things to spend my money on. Maybe I'll get one as a Christmas gift.
o    I already own an iPhone, but am definitely updating to the 3G before my friends get it.
o    I don't really need the iPhone, I already have a great phone for staying in touch with friends and family.
o    The iPhone is a little too fancy. I just want my phone to be a phone.
o    I'll pass on the new iPhone. It's expensive, and the thought of learning how to use another device stresses me out.

  •     It's wedding season, and everyone around you is getting married. You think about getting married and say...

o    A serious relationship? I'm still having fun with my friends, why settle down now?
o    My girlfriend and I are going strong, but there's no need to get married yet.
o    I'm already there and loving it.
o    Been there. Done that.
o    Marriage could be great, but also scary. You never know what may happen in the future.

Learn more

To take questionnaire and find out what kind of guy you are, visit http://www.socialtechnologies.com/spike.

To set up an interview to talk with Chris Carbone about the five types of guys and the Future of Men report, contact Hope Gibbs, Social Technologies' leader of corporate communications: hope.gibbs@socialtechnologies.com.

About Chris Carbone
Chris Carbone is the director of programs at Social Technologies, coordinating such initiatives as the Futures Consortium, Futures Expeditions, and Futures Observatory. He has worked in research and consulting since 1996, serving a variety of corporate and government clients, contributing his talents to diverse multiclient and custom futures projects, and researching and authoring dozens of reports and scenarios. Chris's areas of inquiry in the past few years include environmental sustainability, emerging technologies, opportunities in the automotive industry, and the future of global consumer lifestyles. Chris has a BA in History from Gettysburg College and an MBA from Johns Hopkins University with a concentration in marketing.

About Social Technologies

Social Technologies is a global research and consulting firm specializing in the integration of foresight, strategy, and innovation. With offices in Washington DC, London, Shanghai and Tel Aviv, Social Technologies serves the world's leading companies, government agencies, and nonprofits. A holistic, long-term perspective combined with actionable business solutions helps clients mitigate risk, make the most of opportunities, and enrich decision-making. For information, please visit http://www.socialtechnologies.com, our blog: http://changewaves.socialtechnologies.com, and our newsletter: http://www.socialtechnologies.com/changewaves.

About Spike TV

Spike TV is available in 96.1 million homes and is a division of MTV Networks. A unit of Viacom (NYSE: VIA, VIA.B), MTV Networks is one of the world's leading creators of programming and content across all media platforms. Spike TV's Internet address is http://www.spike.com. For more information, contact Debra Fazio-Rutt, senior director of communications at 212-767-8649.

About Penn, Schoen & Berland Associates

Penn, Schoen and Berland Associates (PSB) is a market research and strategic communications consultancy with over 30 years of experience in leveraging unique insights about consumer opinion to provide clients with a competitive advantage-what we call Winning Knowledge(tm). Our media and entertainment group, which was started in 2001, merged the best methods from political polling with innovative survey techniques and high level consulting and has quickly risen to the forefront of the global entertainment research industry. Our clients include most of the major magazine publishers, motion picture studios, and video game publishers.


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