Visible Achievement^© refers to a pattern of responses offered by respondents who are visible success stories. They have "made it" in whatever field they are involved in and are confident in their own abilities and position.

Despite being successful they retain traditional values about home, work and society. The family is very important to this segment and place great emphasis on providing their families with a high quality environment. They work for financial reward and job stimulation.

Being highly individualistic, they do not need to prove themselves to anyone nor impress anyone. They know they are successful and so does everyone else, so there is no need to flaunt that success. They make an art of understatement. Whilst they can afford to buy the best of everything, they look for quality and value for money, not necessarily something that is expensive. In fact, those in this segment are born negotiators and are always looking for a deal.

They are very practical and realistic, looking at the most efficient and effective way of doing things. And getting things done is a key feature of this segment.

Because they do not feel the need to impress others, they have no concern with shopping at the likes of Target, Factory direct or even designer seconds. If they feel they can get good quality at a good price they do not see the reason to waste money.

This segment tends to be associated with people who feel in full control of their lives and take a direct interest in public affairs and the economic and political environment of their family and work situations.

They are heavy readers of newspapers, particularly national newspapers. They also tend to be heavier than average readers of magazines, particularly business and finance related magazines such as BRW, Personal Investment, Money Magazine and Bulletin. Due to their frequent flying they are keen readers of Qantas - The Australian Way.

Considering work and family time as being more important, they are only light viewers of commercial television. Aside from television programmes reflecting their magazine reading habits such as Business Sunday and the News, they also enjoy watching lifestyle programmes such as The Block, Backyard Blitz & Location Location. Their commercial radio listening is similarly light, tending towards stations playing "Gold7" and "NewsTalk".

* Developed in conjunction with Colin Benjamin - ^©The Horizons Network 1997.