INNOVATORS

(HIGH INNOVATION/RESOURCES)
• Members of this group typically:
• Are always taking in information (antennas up)
• Are confident enough to experiment
• Make the highest number of financial transactions
• Are skeptical about advertising
• Have international exposure
• Are future oriented
• Are self-directed consumers
• Believe science and R&D are credible
• Are most receptive to new ideas and technologies
• Enjoy the challenge of problem solving
• Have the widest variety of interests and activities.
 THINKERS (IDEALS)
• Members of this group typically:
• Have "ought" and "should" benchmarks for social
conduct
• Have a tendency toward analysis paralysis
• Plan, research, and consider before they act
• Enjoy a historical perspective
• Are financially established
• Are not influenced by what's hot
• Use technology in functional ways
• Prefer traditional intellectual pursuits
• Buy proven products.
 ACHIEVERS (ACHIEVEMENT)
• Members of this group typically:
• Have a "me first, my family first" attitude
• Believe money is the source of authority
• Are committed to family and job
• Are fully scheduled
• Are goal oriented
• Are hardworking
• Are moderate
• Act as anchors of the status quo
• Are peer conscious
• Are private
• Are professional
• Value technology that provides a productivity boost.
EXPERIENCERS (SELF-EXPRESSION)
• Members of this group typically:
• Want everything
• Are first in and first out of trend adoption
• Go against the current mainstream
• Are up on the latest fashions
• Love physical activity (are sensation seeking)
• See themselves as very sociable
• Believe that friends are extremely important
• Are spontaneous
• Have a heightened sense of visual stimulation.
 BELIEVERS (IDEALS)
• Members of this group typically:
• Believe in basic rights and wrongs to lead a good life
• Rely on spirituality and faith to provide inspiration
• Want friendly communities
• Watch TV and read romance novels to find an escape
• Want to know where things stand; have no tolerance for
ambiguity
• Are not looking to change society
• Find advertising a legitimate source of information
• Value constancy and stability (can appear to be loyal)
• Have strong me-too fashion attitudes.
 STRIVERS (ACHIEVEMENT)
• Members of this group typically:
• Have revolving employment; high temporary
unemployment
• Use video and video games as a form of fantasy
• Are fun loving
• Are imitative
• Rely heavily on public transportation
• Are the center of low-status street culture
• Desire to better their lives but have difficulty in
realizing their desire
• Wear their wealth.
 MAKERS (SELF-EXPRESSION)
• Members of this group typically:
• Are distrustful of government
• Have a strong interest in all things automotive
• Have strong outdoor interests (hunting and
fishing)
• Believe in sharp gender roles
• Want to protect what they perceive to be theirs
• See themselves as straightforward; appear to
others as anti-intellectual
• Want to own land.
 SURVIVORS
(LOW INNOVATION/RESOURCES)
• Members of this group typically:
• Are cautious and risk averse
• Are the oldest consumers
• Are thrifty
• Are not concerned about appearing traditional or trendy
• Take comfort in routine, familiar people, and places
• Are heavy TV viewers
• Are loyal to brands and products
• Spend most of their time alone
• Are the least likely use the internet
• Are the most likely to have a landline-only household.