Maslow, Young and Rubicam
In the lesson today my group and I researched Dr Maslow's model 'The Hierarchy of Needs' and Young and Rubicam's 'psychographics model.'
Hierarchy of needs
Young and Rubicam's Psychographics model was based upon Dr. Abraham Maslow's study of monkeys in which he found monkeys always made sure they weren’t thirsty
before looking for shelter, and always
ensured they had shelter before they looked for love
and companionship. Dr Maslow then went on to study the human beings
around him. He found out that Humans acted in much the same way. No Human worried about love before they felt secure and no Human sought control before they felt respected
by their peers. Dr Maslow decided to call his work 'The Hierarchy of Needs.'
Young and Rubicam's 4C's:
Young and Rubicam took this Hierarchy, and designed a
probing research tool to find out where people stood
within it. They decided to call their model the 'Cross Cultural consumer characterisation (or for short 'The 4c's'). The result was a segmentation system powerful enough
to segment all mankind, and deep enough to understand
all mankind’s basic motivations. Because Young and Rubicam also asked what brands
people bought and how they felt about them, the
system also became a way of understanding the deeper
appeals of those brands. The system accepted that people from different countries
were influenced by their differing cultural backgrounds,
and removed the effect of those backgrounds. There are seven
different categories in the 4C's. They are...
THE EXPLORER
They seek discovery.
These people are driven by a need for discovery and challenge. Explorers are often the first to try out new ideas and experiences. They respond to brands that offer new sensations, indulgence and instant effects.
These people are driven by a need for discovery and challenge. Explorers are often the first to try out new ideas and experiences. They respond to brands that offer new sensations, indulgence and instant effects.
THE ASPIRER
THE SUCCEEDER
They seek Control
These people possess self-confidence and have a strong goal
orientation. They tend to be very organised.
When it comes to brands, they seek reward and prestige, and will often seek out the best, because that is what they feel they deserve. On the other hand, they also seek out caring and protective brands – their aggressive attitude to life means they need to relax occasionally.
THE REFORMER
They seek Enlightenment
Reformers are the most anti-materialistic of the seven groups, and are often perceived as intellectual. They are socially aware, and pride themselves on tolerance. Reformers seek out the authentic and the harmonious, and are often at the leading edge of society. However, unlike Explorers, they will not buy things just because they are new.
THE MAINSTREAM
They seek Security
These are people who live in the world of the domestic and the everyday. A daily routine is fundamental to the way they live their lives. Their life choices are ‘we’ rather than ‘me’. As their name implies, they are the mainstream of society. They are the largest group of people within 4C's across the world. They respond to big established brands, to ‘family’ brands and to offers of value for money.
THE STRUGGLER
They seek Escape
Strugglers live for today, and make few plans for tomorrow. Others often see them as victims, losers and wasters - aimless, disorganised people with few resources apart from their own physical skills. If they get on in life, it will depend more on a winning lottery ticket than anything they do themselves. They are heavy consumers of alcohol and junk food. Visual impact and physical sensation are an important element of their brand choices.
THE RESIGNED
They seek Survival
These are predominantly older people with constant, unchanging values built up over time. For them, the past is bathed in a warm nostalgic glow. They respect institutions and enjoy acting in traditional roles. Their brand choices are driven by a need for safety and for economy. They choose above all what is familiar to them.
They seek Status
These people are Materialistic and acquisitive and are driven by others’ perceptions of them rather than by their own values. As a result, they respond to what others perceive as being superficial: image, appearance, persona, charisma and fashion. These people believe that an attractive pack is as important as its contents.
These people are Materialistic and acquisitive and are driven by others’ perceptions of them rather than by their own values. As a result, they respond to what others perceive as being superficial: image, appearance, persona, charisma and fashion. These people believe that an attractive pack is as important as its contents.
THE SUCCEEDER
They seek Control
When it comes to brands, they seek reward and prestige, and will often seek out the best, because that is what they feel they deserve. On the other hand, they also seek out caring and protective brands – their aggressive attitude to life means they need to relax occasionally.
THE REFORMER
They seek Enlightenment
Reformers are the most anti-materialistic of the seven groups, and are often perceived as intellectual. They are socially aware, and pride themselves on tolerance. Reformers seek out the authentic and the harmonious, and are often at the leading edge of society. However, unlike Explorers, they will not buy things just because they are new.
THE MAINSTREAM
They seek Security
These are people who live in the world of the domestic and the everyday. A daily routine is fundamental to the way they live their lives. Their life choices are ‘we’ rather than ‘me’. As their name implies, they are the mainstream of society. They are the largest group of people within 4C's across the world. They respond to big established brands, to ‘family’ brands and to offers of value for money.
THE STRUGGLER
They seek Escape
Strugglers live for today, and make few plans for tomorrow. Others often see them as victims, losers and wasters - aimless, disorganised people with few resources apart from their own physical skills. If they get on in life, it will depend more on a winning lottery ticket than anything they do themselves. They are heavy consumers of alcohol and junk food. Visual impact and physical sensation are an important element of their brand choices.
THE RESIGNED
They seek Survival
These are predominantly older people with constant, unchanging values built up over time. For them, the past is bathed in a warm nostalgic glow. They respect institutions and enjoy acting in traditional roles. Their brand choices are driven by a need for safety and for economy. They choose above all what is familiar to them.
Our results
As a group we decided to take an online test to see which of the seven categories we fit into. Below are our results...
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