Keith Stonehocker

Slide 1:Know Thy Consumer: CTI and Zondervan Christian Segmentation Study ECPA Executive Leadership Summit Dallas, Texas May 6, 2008 Research Sponsored By: © 2006 Knowledge Networks, Inc.

Slide 2:All say they are Christians Everyone says they’re a Christian but what does that mean? 2

Slide 3:Research Objectives What are the different groups or segments within the Christian population? Who are the members of these subgroups? (size of each group, demographics, attitudes, beliefs, practices, expressions of faith, etc.) Can these subgroups be more effectively identified by a composite of their beliefs and practices, rather than the traditional definitions of denomination or agreement with theological statements? What are the Christian m