AUDIENCE

Question 1

What are the key characteristics of Succeeders?

Answer 1

• Self-confidence
• Strong goal orientation
• Very organized

Succeeders tend to occupy positions of responsibility in society and seek reward and prestige.

Question 2

What is the core need in life for Succeeders?

Answer 2

Control

They feel they deserve the best and often seek out top brands.

Question 3

What motivates Explorers?

Answer 3

• Discovery
• Challenge
• New frontiers

They are often the first to try new ideas and experiences.

Question 4

What is the core need in life for Explorers?

Answer 4

Discovery

They seek out difference and respond to brands that offer new sensations.

Question 5

Describe the characteristics of Aspirers.

Answer 5

• Materialistic
• Acquisitive
• Driven by others’ perceptions

They respond to superficial aspects like image, persona, and fashion.

Question 6

What is the core need in life for Aspirers?

Answer 6

Status

They are influenced by how others perceive them.

Question 7

What defines Mainstream individuals?

Answer 7

• Domestic lifestyle
• Daily routine
• ‘We’ rather than ‘me’ mentality

They are the biggest group and respond to established brands and value for money.

Question 8

What is the core need in life for Mainstream individuals?

Answer 8

Security

Their life choices reflect a focus on family and community.

Question 9

What are the characteristics of Reformers?

Answer 9

• Anti-materialistic
• Socially aware
• Seek authenticity and harmony

They are often seen as intellectual and at the leading edge of society.

Question 10

What is the core need in life for Reformers?

Answer 10

Enlightenment

They pride themselves on tolerance and social awareness.

Question 11

Describe the lifestyle of Strugglers.

Answer 11

• Live for today
• Make few plans for tomorrow
• Heavy consumers of alcohol and junk food

They seek escape and are influenced by visual impact and physical sensation.

Question 12

What is the core need in life for Strugglers?

Answer 12

Escape

Their future often relies on luck rather than personal effort.

Question 13

What defines the Resigned group?

Answer 13

• Predominantly older
• Constant, unchanging values
• Respect for institutions

They enjoy traditional roles and their brand choices are driven by familiarity.

Question 14

What is the core need in life for Resigned individuals?

Answer 14

Survival

They choose brands that provide safety and economy.