Something Better^© refers to the pattern of responses associated with people wanting a bigger, better deal out of their life. They tend to be competitive, individualist and ambitious people who are seeking more out of their life. They want more than they've got, more than their parents had and more than others have - and they want it all now!.

This pattern of responses tends to be found amongst "the Jones's", who always have something better than the rest. As a consequence they may over-extend themselves financially purchasing things which will demonstrate their success to others - and cutting corners in areas where people will not notice. Having other people look up to them and consider them successful is important to the Something Better^© segment, so they are very concerned about image - wearing the right clothes, driving the right car, living in the right area etc.

They key issue with this segment is that everything is a comparative. They can only be or have something better when it is compared to something or someone else. As a consequence they tend to be concerned about what other people are doing or thinking. When relating to products they not only want to know what others are doing but also how one product compares to another.

Sometimes considered egotistical, they are very focussed on getting what they want out of life. They are conscious of social status and mixing with the right people - networking is the name of the game. This segment is often associated with the salesforce of Australia.

They tend to be light readers of newspapers and magazines, seeking their information quicker, easier, and only what they need. The magazines they read tend to provide information on how to be better at something (Practical Parenting, Mother & Baby), what is the best product/deal available (Live to Ride, Street Machine, Two Wheels), or what other people are doing (That’s Life, Take 5).

Something Better^© tends to be medium to heavy in television viewing, enjoying the American style dramas such as CSI, Law and Order and CSI:Miami; and reality TV programmes such as Australian Idol, Big Brother and The Block; they also enjoy the escapism offered by the perennial Australian soaps, Neighbours and Home & Away.

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