1. fundamental 4Cs values ENLIGHTENMENT CONTROL DISCOVERY SECURITY STATUS
Reformer
Succeeder
Freedom from restriction, intrinsic meaning, intrinsic identity, independent judgement, social conscience, aesthetics, personal growth
Goal orientation, self determination: stability, lasting, enduring – thorough, organising, delegating, problem-solving, simplifying complexity, prestige, hierarchy
DISCOVERY
Explorer
Adventure, exploration,
seeking, finding – who am I ?
What is out there ? How far can I go ? What happens if I do this ? Adrenilin, hedonism, speed, danger, risk, Instant gratification
SECURITY
Mainstream
Avoid risk, human warmth,
comfort, sentiment, belonging, order, familiarity, acceptance, blending in, avoid confrontation
STATUS
Attention, admiration,
image, persona, extrinsics,
materialism, acquisition, affiliation, charisma
Aspirer
SURVIVAL
Resigned
Rigidity, discipline,
limitation, imperative, tradition, safety, authority, duty, roles, rules, chauvinism,
avoid complexity
Struggler
ESCAPE
Alienation, low self-esteem,
repressed desire, disorganised, physical, agression, anarchy

2. Intuitively Accessible Individuals
ENLIGHTENMENT
Reformer. Freedom from restriction, personal growth,
social awareness, value for time, independent judgement,
tolerance of complexity, anti-materialistic but aware of ‘good taste’.
Curious and enquiring, support growth of new product categories.
Select brands for intrinsic quality, favouring natural simplicity.
( High education)
CONTROL
Succeeder. Strong goal orientation,
confidence, work ethic, organisation ...
support status quo, stability.
Brand choice based on reward, prestige - the very best .
Also attracted to ‘caring’ and protective brands ...
stress relief. Top management
DISCOVERY
Explorer. Energy - autonomy, experience,
challenge, new frontiers. Brand choice highlights
difference, sensation, adventure, indulgence,
instant effect. The first to try new brands. Younger - student
Mainstream.
Domestic, conformist,
conventional, sentimental,
passive, habitual. Part of the mass, favouring
big and well-known value for money ‘family’ brands.
Almost invariably the largest 4Cs group.
Average demos
SECURITY
STATUS
Aspirer. Materialistic, acquisitive, affiliative,
oriented to extrinsics ... image, appearance,
charisma, persona and fashion.
Attractive pack more important than quality of contents.
(Younger, clerical/sales type occupation)
SURVIVAL
ESCAPE
Resigned. Rigid, strict,
authoritarian and chauvinist values,
oriented to the past and to traditional roles.
Brand choice stresses safety, familiarity and economy. Older
Struggler. Alienated, aimless, disorganised
With few resources apart from physical/mechanical skills
Heavy consumers of alcohol, junk food and lotteries,
also trainers. Brand choice involves impact and sensation.

3. Intuitively Accessible Individuals
ENLIGHTENMENT
Reformer. Freedom from restriction, personal growth,
social awareness, value for time, independent judgement,
tolerance of complexity, anti-materialistic but aware of ‘good taste’.
Curious and enquiring, support growth of new product categories.
Select brands for intrinsic quality, favouring natural simplicity.
( High education)
Succeeder. Strong goal orientation,
confidence, work ethic, organisation ...
support status quo, stability.
Brand choice based on reward, prestige - the very best .
Also attracted to ‘caring’ and protective brands ...
stress relief. Top mngmnt
CONTROL
DISCOVERY
Explorer. Energy - autonomy, experience,
challenge, new frontiers. Brand choice highlights
difference, sensation, adventure, indulgence,
instant effect. The first to try new brands. Younger - student
Mainstream. Domestic, conformist,
conventional, sentimental, passive, habitual.
Part of the mass, favouring big and well-known
value for money ‘family’ brands.
Almost invariably the largest 4Cs group.
Average demos
SECURITY
STATUS
Aspirer. Materialistic, acquisitive, affiliative,
oriented to extrinsics ... image, appearance,
charisma, persona and fashion.
Attractive pack more important than quality of contents.
(Younger, clerical/sales type occupation)
Resigned. Rigid, strict,
authoritarian and chauvinist values,
oriented to the past and to traditional roles.
Brand choice stresses safety,
familiarity and economy. Older
SURVIVAL
ESCAPE
Struggler. Alienated, aimless, disorganised –
with few resources apart from physical/mechanical skills
Heavy consumers of alcohol, junk food and lotteries,
also trainers. Brand choice involves impact and sensation.