For Immediate Release November 6, 2006
Contact: Cristi Allen
callen@decisionanalyst.com
Phone: 817-640-6166

ARLINGTON, Texas- By a considerable margin, Americans value leisure time more than wealth or a luxurious lifestyle, according to a recent study by Decision Analyst Inc., a leading international marketing research and marketing consulting firm.

In its recent American Values, Issues and Media™ study, Decision Analyst asked respondents about their issue positions, media habits and personal goals. On the subject of goals, 68.0% of respondents said leisure time is either extremely important or very important, while 28.5% said "acquiring wealth'' is extremely important or very important. An even smaller percentage, 12.7%, said "living luxuriously'' is extremely or very important.

Those with higher incomes value leisure time the most, the study shows. Among respondents with annual incomes above $100,000, 75.9% said leisure time is extremely or very important. Those earning less than $40,000 value leisure time the least, with 62.7% of those respondents saying leisure time is extremely or very important.

By age, Americans aged 18 to 34 value leisure time the most, the study shows. Seventy-seven percent of respondents in that age group said leisure time is extremely or very important. Following closely behind were respondents aged 35 to 49, of whom 72.1% said leisure time is at least extremely or very important.

Methodology

The American Values, Issues, and Media™ (AmericanVIM™) study was conducted this year, among a statistically balanced sample of 663 respondents. The margin of error is plus or minus 4%. AmericanVIM™ is a periodic national survey conducted among both consumers and business executives. It is available as a syndicated study or customers may add their own proprietary questions.

AmericanVIM™

AmericanVIM™ is a joint program between Decision Analyst of Arlington, Texas, and QSA Research & Strategy of Alexandria, Virginia. The principals of both firms (Jerry W. Thomas of Decision Analyst and Rebecca C. Quarles of QSA) have a history of innovation and thought leadership in the research industry.

About Decision Analyst

Decision Analyst (www.decisionanalyst.com), is a leading international marketing research and marketing consulting firm specializing in advertising testing, strategy research, new product development, and advanced modeling for marketing decision optimization.

About QSA Research & Strategy

QSA Research & Strategy (www.qsaresearch.com) specializes in strategic communications research and has pioneered new measurement and analysis techniques. The firm conducts the Washington Leadership Study among both senior congressional staff and key leaders in the executive branch of the federal government.

For additional information contact:
Cristi Allen
Publicity
Email: callen@decisionanalyst.com
Phone: 1.800.ANALYSIS (262.5974)
Address: 604 Avenue H East
Arlington, TX 76011

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