Young and Rubicam Psychographics Model

MASLOW'S Hierarchy of needs:

Young and Rubicam designed a profile to use as a research tool to see where people stood with it. They called this the 4C's. They aimed for it not to be ethnocentric so it can apply to people of different cultures. 

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.


THE ASPIRER:

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.


THE SUCCEEDER:
They seek ControlThese 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.

In our groups we took an online test to see which of the seven categories we fall into and these were our results: