Intuitively Accessible Individuals

1
fundamental 4Cs values
ENLIGHTENMENT
Reformer
CONTROL
Succeeder
Freedom from restriction, intrinsic meaning,
intrinsic identity, independent judgement, social
conscience, aesthetics, personal growth
Goal orientation, self determination stability,
lasting, enduring thorough, organising,
delegating, problem-solving, simplifying
complexity, prestige, hierarchy
DISCOVERY
Explorer
Adventure, exploration, seeking, finding who
am I ? What is out there ? How far can I go ?
What happens if I do this ? Adrenilin, hedonism,
speed, danger, risk, Instant gratification
SECURITY
Mainstream
Avoid risk, human warmth, comfort, sentiment,
belonging, order, familiarity, acceptance,
blending in, avoid confrontation
STATUS
Attention, admiration, image, persona,
extrinsics, materialism, acquisition,
affiliation, charisma
Aspirer
SURVIVAL
Resigned
Rigidity, discipline, limitation, imperative,
tradition, safety, authority, duty, roles, rules,
chauvinism, avoid complexity
Alienation, low self-esteem, repressed desire,
disorganised, physical, agression, anarchy
2
Intuitively Accessible Individuals
ENLIGHTENMENT
Reformer. Freedom from restriction, personal
growth, social awareness, value for time,
independent judgement, tolerance of complexity,
anti-materialistic but aware of good taste.
Curious and enquiring, support growth of new
product categories. Select brands for intrinsic
quality, favouring natural simplicity. ( High
education)
CONTROL
Succeeder. Strong goal orientation, confidence,
work ethic, organisation ... support status quo,
stability. Brand choice based on reward,
prestige - the very best . Also attracted to
caring and protective brands ... stress
relief. Top management
DISCOVERY
Explorer. Energy - autonomy, experience,
challenge, new frontiers. Brand choice
highlights difference, sensation, adventure,
indulgence, instant effect. The first to try new
brands. Younger - student
STATUS
Aspirer. Materialistic, acquisitive, affiliative,
oriented to extrinsics ... image, appearance,
charisma, persona and fashion. Attractive pack
more important than quality of contents.
(Younger, clerical/sales type occupation)
SURVIVAL
ESCAPE
Resigned. Rigid,
strict, authoritarian and chauvinist values,
oriented to the past and to traditional roles.
Brand choice stresses safety, familiarity and
economy. Older
Struggler. Alienated, aimless, 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.
3
Intuitively Accessible Individuals
ENLIGHTENMENT
Reformer. Freedom from restriction, personal
growth, social awareness, value for time,
independent judgement, tolerance of complexity,
anti-materialistic but aware of good taste.
Curious and enquiring, support growth of new
product categories. Select brands for intrinsic
quality, favouring natural simplicity. ( High
education)
DISCOVERY
Explorer. Energy - autonomy, experience,
challenge, new frontiers. Brand choice
highlights difference, sensation, adventure,
indulgence, instant effect. The first to try new
brands. Younger - student
STATUS
Aspirer. Materialistic, acquisitive, affiliative,
oriented to extrinsics ... image, appearance,
charisma, persona and fashion. Attractive pack
more important than quality of contents.
(Younger, clerical/sales type occupation)
ESCAPE
Struggler. Alienated, aimless, 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.