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REFORMER

EXPLORER

SUCCEEDER

ASPIRER

MAINSTREAM

STRUGGLER

RESIGNED

REFORMER
Enlightenment

Freedom from restriction,


personal growth, social
awareness, value time over
money, independent judgement,
tolerance of complexity, antimaterialistic but aware of 'good
taste'.
Curious and enquiring, support
growth of new product
categories. Select brands for
intrinsic quality, favouring
natural simplicity.
30-39, well educated and
comfortable on income.

REFORMER

EXPLORER

SUCCEEDER

ASPIRER

MAINSTREAM

STRUGGLER

RESIGNED

EXPLORER
Discovery

Energy, autonomy, experience,


challenge and seeking new
frontiers. Experimenting with life
and love
taking risks.
Brand choice highlights
difference, sensation,
adventure, indulgence, instant
effect. Respond to impulse. The
first to try new brands.
Young, single 18-25 year olds.
Often still students.

REFORMER

EXPLORER

SUCCEEDER

ASPIRER

MAINSTREAM

STRUGGLER

RESIGNED

SUCCEEDER
Control

Strong goal orientation,


confidence, work ethic,
organisation. Supports the
status quo and stability.
Brand choice based on reward,
prestige - the very best . Also
attracted to 'caring' and
protective brands and those
providing stress relief.
Married males, often senior
management and very
comfortable on their income

REFORMER

EXPLORER

SUCCEEDER

ASPIRER

MAINSTREAM

STRUGGLER

RESIGNED

ASPIRER
Status

Materialistic, acquisitive,
affiliative and predominantly
oriented to extrinsics: image,
appearance, charisma, persona
and fashion.
Attractive pack more important
than quality of contents.
Young & single,
office/sales occupations
and money to spend.

REFORMER

EXPLORER

SUCCEEDER

MAINSTREAM
Security

Domestic, conformist,
conventional, sentimental,
passive and habitual. Strong
sense of family and home.
Part of the mass, favouring big
and well-known, value-formoney 'family' brands that
avoid risk.
Almost invariably the largest
4Cs group. Often married with
children, and coping well on
income.
More female.

ASPIRER

MAINSTREAM

STRUGGLER

RESIGNED

REFORMER

EXPLORER

SUCCEEDER

STRUGGLER
Escape

Alienated, aimless and


disorganised. With few resources
apart from physical/mechanical
skills.
Heavy consumers of alcohol,
junk food and lotteries - also
trainers. Brand choice involves
impact and sensation.
Blue collar. Find life difficult on
their income. Predominantly
males,
with a low education.

ASPIRER

MAINSTREAM

STRUGGLER

RESIGNED

REFORMER

EXPLORER

SUCCEEDER

ASPIRER

MAINSTREAM

STRUGGLER

RESIGNED

RESIGNED
Survival

Rigid, strict, authoritarian and


chauvinist values. Orientated to
the past and traditional roles.
Resistant to change.
Brand choice stresses safety,
familiarity and economy.
Responsive to authority and
experts.
Retired or widowed, aged 65
and over. Often left school at a
young age.

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