Psychographic
Segmentation
SUPPPLEMENT
Innovators
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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.
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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.
Thinkers
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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.
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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.
Achievers
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Motivated by the desire for achievement, Achievers have goaloriented 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.
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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.
Experiencers
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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.
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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
Believers
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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.
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As consumers, Believers are predictable; they choose familiar
products and established brands. They favor American products
and are generally loyal customers.
Strivers
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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.
Makers
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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.
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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.
Survivors
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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.
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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.
VALS Segments
Innovators Thinkers Believers Achiever Striver Experiencer Maker Survivor Total
VALS Segments
Total
Innovators Thinkers Believers Achiever
Striver Experiencer Maker Survivor
Lifestyle & Income
Lifestage & Income
LIFESTAGE
NO KIDS
INCOME
Midlife
Success
Young
Achievers
Striving
Singles
FAMILIES
WITH KIDS
EMPTY
NESTERS
Accumulated
Wealth
Affluent
Empty Nests
Young
Accumulators
Conservative
Classics
Mainstream
Families
Cautious
Couples
Sustaining
Families
Sustaining
Seniors
Prizm Segments
Up & Comers
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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.
Aspiring Achievers
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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 nonparents who are striving for material success.
Realists
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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.
New Traditionalists
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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.
Family Centereds
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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.
Individualist
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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 usercontrol 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.
Renaissance Masters
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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.
Maintainers
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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.
MindBase Segments