.

Innovative Middle Majority Early Adopters Laggards .

5% 34% The technology chasm between risk-takers and the mainstream customer 34% 16% [Moore. 1999] .Adoption of innovation allows us to understand our customers¶ risk taking propensity.5% 13. 1983] Innovators Early adopters Early majority Late majority Laggards 2. [Rogers.

Their core need in life is for discovery . They respond to brands that offer new sensations.‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ THE EXPLORER These people are driven by a need for discovery. challenge and new frontiers. if not in reality. Explorers are often the first to try out new ideas and experiences. In short. indulgence and instant effects. difference is what they seek out. Young in nature.

‡ Their core need in life is for status . persona. they respond to what others perceive as ‡ being superficial: image. acquisitive people. charisma ‡ and fashion. appearance. ‡ As a result. An attractive pack is as important to them as ‡ its contents. who are driven by ‡ others¶ perceptions of them rather than by their ‡ own values.‡ THE ASPIRER ‡ Materialistic.

and will often seek out the best. they also seek out caring and protective brands ± their aggressive attitude to life means they need to relax occasionally. As a result. Their core need in life is for control .‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ THE SUCCEEDER Succeeders possess self-confidence. because that is what they feel they deserve. have a strong goal orientation and tend to be very organised. they tend to occupy positions of responsibility in society. On the other hand. Their investment in the status quo means they tend to support it. they seek reward and prestige. When it comes to brands.

unlike Explorers. . valuing their own independent judgement. However. they will not buy things just because they are new. Reformers seek out the authentic and the harmonious. and are often at the leading edge of society. and are often perceived as intellectual.‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ THE REFORMER ³Don¶t tell me what to do or what to think´ says the Reformer. They are socially aware. Their core need in life is for enlightenment. Reformers are the most anti-materialistic of the seven groups. and pride themselves on tolerance.

they are the mainstream of society. to µfamily¶ brands and to offers of value for money. A daily routine is fundamental to the way they live their lives. Their core need in life is for security. . Their life choices are µwe¶ rather than µme¶. As their name implies. They are the largest group of people within 4Cs across the world. They respond to big established brands.‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ THE MAINSTREAM These are people who live in the world of the domestic and the everyday.

Others often see them as victims.‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ THE STRUGGLER Strugglers live for today. In essence. they seek escape. They are heavy consumers of alcohol and junk food. If they get on in life. it will depend more on a winning lottery ticket than anything they do themselves. and make few plans for tomorrow. disorganized people with few resources apart from their own physical skills. losers and wasters aimless. Visual impact and physical sensation are an important element of their brand choices. .

In life.‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ THE RESIGNED These are predominantly older people with constant. Their brand choices are driven by a need for safety and for economy. unchanging values built up over time. the past is bathed in a warm nostalgic glow. their aim is basic: it is to survive . They respect institutions and enjoy acting in traditional roles. They choose above all what is familiar to them. For them.