| Segment | Lifestyle Characteristics | Psychological Characteristics | Consumer Characteristics |
| Innovators
(8% of pop.) |
Successful,
sophisticated Value personal growth Wide intellectual interests Varied leisure activities Well informed, concerned with social issues Highly social Politically very active |
Optimistic
Self-confident Involved Outgoing Growth oriented Open to change <established & emerging leaders in business & government> |
Enjoy
the "finer things" Receptive to new products, technologies, distribution. Skeptical of advertising Frequent readers of a wide variety of publications Light TV viewers |
| Thinkers
(11% of pop.) |
Moderately
active in community and politics Leisure centers on home Value education & travel Health conscious Politically moderate and tolerant |
Mature
Satisfied Reflective Open-minded Intrinsically motivated Value order, knowledge, and responsibility |
Little
interest in image or prestige Above average consumers of products for the home Like educational and public affairs programming on TV Read widely and often Look for value & durability |
| Achievers
(13% of pop.) |
Lives
center on career & famly Have formal social relations Avoid excess change or stimulation May emphasize work at the expense of recreation Politically conservative |
Moderate
Goal oriented Conventional Deliberate In control |
Attracted
to premium products Prime target for a variety of products Average TV watchers Read business, news, and self-help publications |
| Experiencers
(12% of pop.) |
Like
the new, offbeat, and risky Like exercise, socializing, sports, and outdoors Concerned about image Unconforming, but admire wealth, power, and fame Politically apathetic |
Extraverted Unconventional Active Impetuous Energetic Enthusiastic and impulsive |
Follow
fashion and fads Spend much of disposable income on socializing Buy on impulse Attend to advertising Listen to rock music |
| Believers
(16% of pop.) |
Respect
rules and trust authority figures Enjoy settled, comfortable, predictable existence Socialize within family and established groups Politically conservative Reasonably well informed |
Traditional Conforming Cautious Moralistic Settled |
Buy
American Slow to change habits Look for bargains Watch TV more than average Read retirement, home and garden, and general interest magazines |
| Segment | Lifestyle Characteristics | Psychological Characteristics | Consumer Characteristics |
| Strivers
(13% of pop.) |
Narrow
interests Easily bored Somewhat isolated Look to peer group for motivation and approval Unconcerned about health and nutrition Politically apathetic |
Dissatisfied Unsure Alienated Impulsive Approval seeking |
Image
conscious Limited discretionary income, but carry credit balances Spend on clothing and personal care products Prefer TV to reading |
| Makers
(13% of pop.) |
Enjoy
outdoors Prefer "hands on" activities Spend leisure with family and close friends Avoid joining organizations except unions Distrust politicians, foreigners, and big business |
Practical Self-sufficient Constructive Committed Satisfied |
Shop
for comfort, durability, value Unimpressed by luxuries Buy the basics Listen to radio Read auto, home mechanics, fishing, outdoors magazines |
| Survivors
(14% of pop.) |
Limited
interests and activities Prime concerns are safety and security Burdened with health problems Conservative and traditional Rely on organized religion |
Powerless Narrowly focused Risk averse Burdened Conservative |
Brand
loyal Use coupons and watch for sales Trust advertising Watch TV often Read tabloids and women's magazines |