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Four Basic Personality Types

Four Basic Personality Types. April 2001. Attitudinal segmentation only – no demographic or behavioural questions Over 300 questions analyzed – factor analysis, cluster analysis Three years of data (1999-2001) from The Goldfarb Report. Segmentation Methodology.

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Four Basic Personality Types

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  1. Four Basic Personality Types

  2. April 2001

  3. Attitudinal segmentation only – no demographic or behavioural questions Over 300 questions analyzed – factor analysis, cluster analysis Three years of data (1999-2001) from The Goldfarb Report Segmentation Methodology

  4. Segmentation based on the study of people according to their attitudes and values Helps marketers match the image of the company and its product offerings with the type of consumer using the product Helps government departments better understand those using government services and how to communicate to them Goes beyond ‘lifestage’ and demographics Provides direction on how to attract new/key customers/audience Attitudinal/Psychographic Segmentation

  5. The 2001 Goldfarb Segments

  6. Me Passive Active Us ESCAPE AND CHANGE HEDONISM &SELF-ACTUALIZATION FAMILY AND PROTECTION PERSONAL CONTROL

  7. Me Passive Active Us ESCAPE AND CHANGE HEDONISM &SELF-ACTUALIZATION Disinterested Outsiders (6%) Up & Comers (13%) Tie-dyed Grey (9%) Passive Malcontents (14%) Mavericks (9%) Les “Petite Vie” (12%) Joiner Activists II (13%) Protective Providers (11%) Contented Traditionalists (14%) FAMILY AND PROTECTION PERSONAL CONTROL

  8. Ethical Behaviour Not Important Uncomfortable with computers, assistance from others Little Concern for Others Materialistic, Not Career-oriented Apathetic Likely to be Single Disinterested Outsiders Disinterested Outsiders Younger (under 35) skew Lower Household Income

  9. Materialistic but price conscious, low income –incentives, deep discounts, financing needed ‘What can you do for me now?’ – need to know how product or service will benefit them now, don’t care about past, future, side benefits Tone of communication should be irreverent, mocking of establishment – will be turned off by emotional or patriotic approaches Want non-mainstream items – too much ‘buzz’ and hype will turn them off Disinterested OutsidersMarketing Implications

  10. Lower Respect for Authority, Business Interested in National, International Events Not Materialistic, Not Success-Driven Liberal, progressive attitudes Enjoy Being Alone Urban Dwellers Tie-Dyed Grey Tie-dyed Grey Older, retired, English-speaking No Children in HH, Not Married

  11. Avoid family-focus appeals, ‘romantic’ approach Non-technical people – less interest in latest gizmos, marketing should avoid jargon and techno-babble as much as possible The human touch/personal service key – including availability of after-sales service, live operators Travel / holiday packages a natural market – especially in places with different culture, interesting history Tie-Dyed Grey Marketing Implications

  12. Dissatisfied with Personal Life Passive - Waiting for Others to Act Lacking Self-Confidence Trusting of Others, Government Lonely, Solitary Life Less Likely to Have Children in Home Passive Malcontents Passive Malcontents Older, English-speaking Many Not in Labour Force/Retired

  13. Unhappy – products that promise to improve your appearance, your mood, your feelings of self-worth will appeal Less confident, independent – need full-service offers (delivery, in-home service, lifetime warranties) Health concerns – but must require minimal effort and expense Patriotic – stress made in Canada/Canadian heritage Very loyal consumers once product has proven itself – do not seek out new offerings Passive Malcontents Marketing Implications

  14. Very Social In Small Circle of Friends Strong Views on Crime & Violence in Society Deliberate, Slow Pace Follower, not a leader Uncomfortable With Change Small Town Les “Petite Vie” Les “Petite Vie” French Canadian (80%) Females, Lower HH Income

  15. Challenging for marketers – do not trust outsiders, have small circle of friends, not materialistic, not likely to try new brands, overwhelmingly French Watch a lot of television (over 34 hours per week, lots of daytime TV) – natural medium of choice for advertisers seeking to communicate to them Use of trusted spokesperson or expert may help introduce new products, concepts Home products (cleaning, entertaining, home décor, organizing) a natural fit for these people Brand names of great importance, emphasize brand history/longevity if applicable, avoid “new and improved” Les “Petite Vie”Marketing Implications

  16. Hard Working and Proud Distrust Government, Politicians Family Focus Law & Order Focus Financial Concerns Less Well Educated, Blue Collar Protective Providers Protective Providers Parents of Small Children Young, Married

  17. Very price conscious – looking for best value for money proposition Looking for inducements, long-term payment options – 0% financing, ‘Don’t Pay ‘Til 2005’ Home improvement, children’s entertainment, outdoor products likely to appeal Brand names important to them – emphasize Seeking security – financial & physical Protective Providers Marketing Implications

  18. Happy, Well-adjusted Religious/ Spiritual Foundation Family-oriented Traditional Moral Values Altruistic Homeowner Contented Traditionalists Contented Traditionalists Female (71%) Married With Children

  19. Very high moral standards, old-fashioned values. Products/brands/advertising must have ‘squeaky clean’ image, stress old-time values and heritage Family and health-oriented – products that encourage family togetherness, education and healthy living will appeal. Offers of full-service (delivery, installation, maintenance) important to them – not handy, want to feel taken care of, willing to pay for service Taking care of future (both personal and for children) a concern, need reassurance Contented Traditionalists Marketing Implications

  20. Interested in Politics, Issues Intellectually Curious Liberal Values Non-religious Environmental Concerns Urban, well educated Joiner Activists II Joiner Activists II Higher Income Married With Children

  21. Experiential benefits should be stressed – prefer new experiences to new products Want unique, upscale, good quality Tone should be sophisticated, intelligent, definitely not ‘lowest common denominator’ Concern for community, environment important – socially responsible companies and products appeal Willing to try new products, be early adopters Crave information, will demand information on products, manufacturers, government services – must be readily available, detailed Joiner Activists II Marketing Implications

  22. Forward Thinking (Technology) Risk-takers, adventurous Confident Libertarian Individualistic Higher Household Income Mavericks Mavericks Males (74%) Employed

  23. ‘Dream come true’ – high income, voracious consumers, willing to pay Technology important – want faster, more powerful computers, Internet connections, focus on speed Give them choices, opportunity to tailor product/service to their needs – make them feel in control, empowered Message of freedom, liberty, independence key Leaders, early adopters– ‘cutting edge’ appeals, first-on-your-block approach likely to resonate with them Mavericks Marketing Implications

  24. Not Intellectually Curious Optimistic re: Canada’s future Ambitious & Materialistic Outgoing and Active Traditional Moral Values More First Generation Canadians Up and Comers Up and Comers High Household Income Younger (under 35)

  25. Crave instant gratification, have money to spend – will pay for hot trends, latest gadgets, need to feel ‘ahead of the curve’ (but not too far ahead) Prime targets for entertainment, sports-related products and equipment Brand names, reputations very important Advertising should take high moral ground (no nudity, poor taste) Seeking social status, want products that promote their sense of self-worth Up and Comers Marketing Implications

  26. Me Disinterested Outsiders (6%) Up & Comers (13%) Tie-dyed Grey (9%) Passive Malcontents (14%) Mavericks (9%) Les “Petite Vie” (12%) Passive Active Joiner Activists II (13%) Protective Providers (11%) Contented Traditionalists (14%) Us ESCAPE AND CHANGE HEDONISM &SELF-ACTUALIZATION FAMILY AND PROTECTION PERSONAL CONTROL

  27. Shifts in Canadian Attitudes

  28. Canadian society remains skewed toward passive approach to problem-solving – “Somebody should do something about that!” Family remains key to many segments – difference is in how family concerns are dealt with Religion still not a core value for many Canadians Tolerance, world concerns, intellectual curiosity tend to stay with you – “once a Joiner-Activist (almost) always a Joiner-Activist” Core Values Remain Constant

  29. Technology widening the gap between ‘passive’ and ‘active’, rich and poor Canadians – “knowledge is power” More international perspective emerging – support for international trade, interest in international news -- perhaps becoming less parochial? Time is today’s currency – very few groups do not want more leisure time, work/life balance shifting Canadians less satisfied with governments over time = lower expectations, lower respect for process Shifts in Canadian Thinking

  30. Any questions?

  31. Thank you.

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