Psychographic groups

Main Priority: Control Characterisation: Succeeder You are powered by a strong goal orientation; your long term growth plans backed up by the confidence of high self-worth. The underlying aim of your drive is duration and stability, a desire for lasting personal achievement. It’s possible that you have a forward plan of your life worked out, and think in terms of strategic moves towards willed outcomes. Your creativity works in a process of simplifying complexity – cutting through ambiguity and extraneous complication, organising solutions. And in finding ways to express your conclusions in down-to-earth examples from personal experience. You do need to be the captain of your ship, separate from the mass of people - and to enjoy the rewards of success as well as the symbols of prestige that inspire the achievement of life goals. You may feel an attraction to things that have lasted for a long time – well-aged single-malt whisky can be one example, a tendency to align yourself with the local political and social establishment another. You are particularly aware of the importance of inter-personal communications. Socially you feel most at ease with individuals who share your Control priority, but on some level you may need a more caring and protective antidote to the stress and suppression involved in your drive toward success. To learn more about the 4Cs segmentation, click here to download our booklet. Main Priority: Security Characterisation: Mainstreamer A world that revolves around home, family and neighbourhood - the real things in life. You enjoy the ordered and familiar normal everyday routine that is the background for contentment. Easy-going and unpretentious, you are sympathetic and supportive, sensitive to others’ feelings. Most of all you like to be among your family, friends and neighbours. Troubles come, but people help each other, together we can find a way through them. And good times are shared by all, be they traditional celebrations or cheering the home team. Practical and capable, you learn by doing. And what you do, often with your hands, is to help create a world that is safe and warm and cosy. Loyal and trustworthy yourself, you respond to these qualities in others. Not trying to draw attention to yourself, but connecting to straightforward unpretentious people who share your value for being kind and helpful. Not looking for cleverness or brilliance, though you certainly appreciate a good-humoured joke. To learn more about the 4Cs segmentation, click here to download our booklet.