Psychographic Segmentation

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Psychographic Segmentation

• SUPPPLEMENT

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Innovators

• Innovators are successful, sophisticated,
  take-charge people with high self-esteem. Because
  they have such abundant resources, they exhibit
  all three primary motivations in varying degrees.
  They are change leaders and are the most
  receptive to new ideas and technologies.
  Innovators are very active consumers, and their
  purchases reflect cultivated tastes for upscale,
  niche products and services.
• Image is important to Innovators, not as evidence
  of status or power but as an expression of their
  taste, independence, and personality. Innovators
  are among the established and emerging leaders in
  business and government, yet they continue to
  seek challenges. Their lives are characterized by
  variety. Their possessions and recreation reflect
  a cultivated taste for the finer things in life.

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Thinkers

• Thinkers are motivated by ideals. They are
  mature, satisfied, comfortable , and reflective
  people who value order, knowledge, and
  responsibility. They tend to be well educated and
  actively seek out information in the
  decision-making process. They are well-informed
  about world and national events and are alert to
  opportunities to broaden their knowledge.
• Thinkers have a moderate respect for the status
  quo institutions of authority and social decorum,
  but are open to consider new ideas. Although
  their incomes allow them many choices, Thinkers
  are conservative, practical consumers they look
  for durability, functionality, and value in the
  products they buy.

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Achievers

• Motivated by the desire for achievement,
  Achievers have goal-oriented lifestyles and a
  deep commitment to career and family. Their
  social lives reflect this focus and are
  structured around family, their place of worship,
  and work. Achievers live conventional lives, are
  politically conservative, and respect authority
  and the status quo. They value consensus,
  predictability, and stability over risk,
  intimacy, and self-discovery.
• With many wants and needs, Achievers are active
  in the consumer marketplace. Image is important
  to Achievers they favor established, prestige
  products and services that demonstrate success to
  their peers. Because of their busy lives, they
  are often interested in a variety of time-saving
  devices.

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Experiencers

• Experiencers are motivated by self-expression. As
  young, enthusiastic, and impulsive consumers,
  Experiencers quickly become enthusiastic about
  new possibilities but are equally quick to cool.
  They seek variety and excitement, savoring the
  new, the offbeat, and the risky. Their energy
  finds an outlet in exercise, sports, outdoor
  recreation, and social activities.
• Experiencers are avid consumers and spend a
  comparatively high proportion of their income on
  fashion, entertainment, and socializing. Their
  purchases reflect the emphasis they place on
  looking good and having "cool" st

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Believers

• Like Thinkers, Believers are motivated by ideals.
  They are conservative, conventional people with
  concrete beliefs based on traditional,
  established codes family, religion, community,
  and the nation. Many Believers express moral
  codes that are deeply rooted and literally
  interpreted. They follow established routines,
  organized in large part around home, family,
  community, and social or religious organizations
  to which they belong.
• As consumers, Believers are predictable they
  choose familiar products and established brands.
  They favor American products and are generally
  loyal customers.

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Strivers

• Strivers are trendy and fun loving. Because they
  are motivated by achievement, Strivers are
  concerned about the opinions and approval of
  others. Money defines success for Strivers, who
  don't have enough of it to meet their desires.
  They favor stylish products that emulate the
  purchases of people with greater material wealth.
  Many see themselves as having a job rather than a
  career, and a lack of skills and focus often
  prevents them from moving ahead.
• Strivers are active consumers because shopping is
  both a social activity and an opportunity to
  demonstrate to peers their ability to buy. As
  consumers, they are as impulsive as their
  financial circumstance will allow.

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Makers

• Like Experiencers, Makers are motivated by
  self-expression. They express themselves and
  experience the world by working on it-building a
  house, raising children, fixing a car, or canning
  vegetables-and have enough skill and energy to
  carry out their projects successfully. Makers are
  practical people who have constructive skills and
  value self-sufficiency. They live within a
  traditional context of family, practical work,
  and physical recreation and have little interest
  in what lies outside that context.
• Makers are suspicious of new ideas and large
  institutions such as big business. They are
  respectful of government authority and organized
  labor, but resentful of government intrusion on
  individual rights. They are unimpressed by
  material possessions other than those with a
  practical or functional purpose. Because they
  prefer value to luxury, they buy basic products.

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Survivors

• Survivors live narrowly focused lives. With few
  resources with which to cope, they often believe
  that the world is changing too quickly. They are
  comfortable with the familiar and are primarily
  concerned with safety and security.
• Because they must focus on meeting needs rather
  than fulfilling desires, Survivors do not show a
  strong primary motivation.Survivors are cautious
  consumers. They represent a very modest market
  for most products and services. They are loyal to
  favorite brands, especially if they can purchase
  them at a discount.

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VALS Segments
Innovators Thinkers Believers Achiever
Striver Experiencer Maker Survivor Total
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VALS Segments
Total Innovators Thinkers Believers
Achiever Striver Experiencer Maker
Survivor
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Lifestyle Income
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Lifestage Income
LIFESTAGE
NO KIDS
FAMILIES WITH KIDS
EMPTY NESTERS
Accumulated Wealth
Affluent Empty Nests
Midlife Success
Young Accumulators
Conservative Classics
Young Achievers
INCOME
Mainstream Families
Cautious Couples
Striving Singles
Sustaining Families
Sustaining Seniors
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Prizm Segments
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Up Comers

• Up Comers make up 16 of the U.S. population.
  Many of them live on their own and lack family
  obligations. They tend to be self-focused and
  interested in fun and adventure, though not at
  the expense of their social consciousness.
  Ambitious and upbeat, they are extremely
  enthusiastic about technology and enjoy using
  (and owning) computers and surfing on the
  Internet. They feel comfortable with all of the
  information available today, are open to new
  ideas, and tend not to be cynical about the
  modern world.
• Up Comers describe themselves as creative,
  intelligent, self-confident, and funny. They are
  definitely not old-fashioned. They are concerned
  about keeping up with the latest fashions and
  trends and are extremely active. For fun, they
  enjoy playing sports, hiking and camping,
  shopping, spending time with friends, watching
  television, and attending cultural events.
• Finances are not a high priority for Up Comers.
  They are not very concerned about planning for
  their financial future or living within their
  means. They are more concerned about their
  personal health and staying in shape. Up Comers
  also have a strong need to know themselves better
  and map out clear life goals as well as get more
  pleasure out of life.
• Up Comers tend to be single Generation X
  non-parents.

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Aspiring Achievers

• Aspiring Achievers comprise 8 of the total U.S.
  population. Money and success equal happiness for
  this group. They have a somewhat cynical view of
  the modern world, but feel that money and
  possessions will give them power over it. They
  are highly self-focused and tend not to be
  socially concerned.
• Style is very important, and Aspiring Achievers
  like to buy brands that show success. They seek
  fun and adventure and describe themselves as
  funny, adventurous, and attractive, though not
  responsible or practical. In addition, they tend
  not to be strongly rooted in religion, family or
  community.
• Not surprisingly, shopping is a very popular
  activity for the Aspiring Achievers, as are
  sports and recreational activities. They do not
  enjoy more domestic activities, like cooking,
  gardening, making crafts, reading, or watching
  television. Since they tend to live in the here
  and now, maintaining their physical health and
  planning for their financial future are not areas
  of immediate concern. Although they eventually
  want to become smarter shoppers, they do not
  presently worry about living within their
  financial means or reducing their debt. In
  addition, when investing, they prefer a high
  yield to a safe investment.
• They are receptive to technology and enjoy
  accessing sports scores online. However, they
  feel apprehensive and overloaded by the modern
  world and are in need of some stress reduction.
  They want to get to know themselves better and
  get more pleasure out of life.
• Aspiring Achievers tend to be single, ethnically
  diverse Generation X non-parents who are striving
  for material success.

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Realists

• Realists are a relatively young group, with a
  strong need for novelty and excitement.
  Representing 12 of the U.S. population, these
  self-described "worry warts" say they are in dire
  need of stress-reduction and time management.
  While they believe in the power of technology,
  they feel a little overwhelmed by all the
  information available to them. Despite these
  stresses, they retain an optimistic view of the
  modern world.
• They definitely make time to focus on themselves
  to ensure their own spiritual and personal
  health. Products that pamper, offer escape or
  make them feel special are definite hot buttons.
  Realists like to be entertained and enjoy
  watching movies, playing games and spending time
  with family and friends. They like to read books
  about parenting and read stories to their
  children. Realists are not a socially conscious
  group. Many of them do not own computers or spend
  much time on the Internet. To them, technology
  and computers are work-related, and bringing them
  into the home could add stress to an already
  complicated life.
• Despite their relatively low incomes and need to
  reduce debt, they enjoy shopping for new things
  and have little intention of trying to live
  within their financial means. They are concerned
  about keeping up with the latest styles and
  trends, and consider themselves to be attractive.
  
• Realists tend to be ethnically diverse parents,
  most of which have kids under 18 in the home.

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New Traditionalists

• New Traditionalists comprise 14 of the total
  U.S. population. They are very family-oriented
  and strive to create a positive environment for
  their children. For them, success comes from a
  good marriage and healthy, happy children. They
  are generally very spiritual, actively involved
  within their religious communities, and socially
  conscious.
• They are strong believers in technology with
  little cynicism towards the modern world.
  Ambitious and open to new ideas, they feel
  completely at ease with the amount of information
  available to them and want to get more pleasure
  from life.
• New Traditionalists are extremely active in a
  number of home-related activities including
  gardening, decorating their homes, cooking,
  making crafts, and playing games. For fun, they
  also like to use the computer, read and watch
  television.
• They enjoy shopping and seek new products and
  services. They strive to become smarter shoppers
  and tend to get purchasing advice from Consumer
  Reports. New Traditionalists are very involved in
  managing all aspects of their finances and are
  actively planning for retirement. Although they
  tend to do well financially, they would like to
  reduce some debt and strive to live within their
  means. Extravagance is not for them.
• New Traditionalists tend to be married Boomers
  with kids under 18 in the household. They are
  generally well-educated and financially well-off,
  though most are not focused on acquiring material
  possessions.

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Family Centereds

• Family Centereds make up 14 of the total U.S.
  population. Although they are busy with their
  jobs, their primary focus is on the family. The
  importance they place on family often causes them
  to view self-exploration and social relationships
  with friends as low priorities, especially when
  they are compared to other groups their age.
  Family Centereds, in general, tend not to devote
  a lot of time to community-oriented or socially
  conscious activities.
• They have a slightly cynical outlook on the
  modern world, appreciating business conducted in
  a straight-forward, traditional, "down home"
  manner. They enjoy participating in "family fun"
  activities like team sports.
• Since they are not focused on keeping up with the
  latest styles and trends, Family Centereds do not
  spend much time shopping, going to the movies,
  traveling, or attending cultural events.
• Family Centereds are concerned about their
  financial well-being and have a strong desire to
  reduce their debt. They do not, however, enjoy
  personally managing their money by investing in
  stocks and bonds. Technology and computers are a
  fact of life to this group and should be viewed
  as a means to family accomplishment, not
  necessarily interesting on their own.
• Family Centereds tend to be Boomer parents with a
  relatively "traditional" outlook on life.

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Individualist

• Individualists are the smallest segment,
  representing only 6 of the total U.S.
  population. In general they dedicate an enormous
  amount of time and energy to their work and do
  not consider themselves overly family- or
  community-oriented. With their long hours and
  strong work ethic, they tend not to actively seek
  extra fun or novelty.
• They consider themselves to be individualistic,
  and are extremely receptive to new technologies.
  This group spends a lot of time on the Internet.
  Access to services that eliminate personal
  interactions and allow for a high level of
  user-control are viewed in a positive light. For
  fun, they enjoy reading, listening to classical
  music, and taking overnight trips.
• Individualists have average household incomes and
  do like to save, invest and plan for the future.
  They have little need to reduce debt.
• Individualists do not appear to focus on personal
  health. In addition, they do not experience much
  stress or seek activities aimed at getting more
  pleasure out of life.
• Individualists are the most highly educated of
  all the MindBase segments. They tend to be single
  Boomers who live on their own. About half of this
  group are parents though none have kids under 18
  living in the household.

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Renaissance Masters

• Renaissance Masters make up 13 of the total U.S.
  population. They are very family-and
  community-oriented and are socially concerned
  about the environment, the challenges facing
  older people, and issues of privacy.
• They have very positive self-perceptions, viewing
  themselves as practical and responsible. They
  also have a spiritual hunger and regularly attend
  religious services as well as participate in
  religious volunteer work. For fun, they enjoy
  decorating their homes, cooking, gardening, and
  antiquing. They are avid readers and television
  viewers.
• Although they are not necessarily worried about
  looking younger, Renaissance Masters are
  concerned about ensuring their personal health in
  the future. They try to eat well and are
  concerned about being overweight. They are open
  to trying alternative therapies.
• While not focused on material goods, Renaissance
  Masters are somewhat style conscious and get
  their style information from newspapers and
  magazines. Since many of them started their own
  businesses and had substantial incomes, they are
  comfortable financially. They like to personally
  manage their money and believe that a good
  investment is a measure of success. They plan for
  the future and always try to live within their
  financial means.
• Renaissance Masters are active older individuals
  with a generally positive outlook on life. Most
  are married empty nesters.

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Maintainers

• Maintainers comprise 17 of the total U.S.
  population. They tend to lead traditional,
  content lives.
• They view themselves as neighborly, personal,
  sincere, and old-fashioned, with very little need
  for novelty or adventure. They do not focus on
  keeping up with the latest styles or acquiring
  material goods because change is not an appealing
  prospect to them.
• Maintainers enjoy home-based activities such as
  yard and garden work and occasionally crafts and
  hobbies. They are very interested in keeping up
  with current events by either reading newspapers
  or watching television news programs. They are
  concerned about living within their means. They
  are conservative with their money and therefore
  do little to actively influence their financial
  situation.
• Maintainers view technology as new and inhuman,
  and therefore not particularly appealing unless
  it appears to have personal benefits or
  incorporate human values.
• Maintainers are older adults with a relatively
  cynical view of the modern world. Many of them
  are empty nesters.

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MindBase Segments