Home | site-map | indonesia | indonesian-single-source-articles | asteroid-user-registration |
Roy Morgan OZ Panel Login | Mail Diary Panel Login | careers | contact-us |
|
||||
 |
 |
|
|
 |
 |
|
  |
||
|
||||
| COMPANY ONLINE STORE PRODUCTS SERVICES INDUSTRIES MORGAN POLL PAPERS PRESS RELEASES CONSUMER CONFIDENCE READERSHIP UNEMPLOYMENT THE REACTOR CAREERS | ||||
| PRODUCTS : Values Segments : |
Printer Friendly Version 
|
|||
|
Values Segments
Roy Morgan Values Segments*TM are an excellent marketing tool. They let you find out how people think, their aspirations, self-images, behaviour and more. Below is a Values Segments cross showing all ten Value Segments. If you want a brief description of the segment click on the appropriate image. Real Conservatism ©This pattern of thinking is associated with people who are mature and mid-career, holding conservative social, moral and ethical values, and seeking a disciplined, ordered society which is safe and predictable. There is a strong tendency towards authoritarian, blue-chip, business-oriented preferences that offer security and the feeling of being very much in control. This is a common pattern in rural settings.Basic Needs ©This pattern of thinking or **Mindset™ is usually associated with older people who are retired, pensioners or people on social security payments who have an active community focus to their lives, and with people on sickness benefits or workers compensation who have to reduce their expectations in line with reduced income.Traditional Family Life ©This pattern of thinking personifies middle-ageing Australian home owners with relatively stable incomes that meet the needs of the smaller household. Energies revolve around the ideal of becoming grandparents or getting children to come home for visits or at least to keep in touch. Health and spirituality dominates a sense of meaning and purpose in life and being well-respected in the community is very important.Visible Achievement ©This pattern of thinking is associated with the proof of having made it up in the seemingly never-ending social ladder. Personal recognition, higher incomes, job satisfaction and other tangible rewards of success such as travel, recreation and high-quality homes, vehicles and holiday location provide the very best of visible good living.Something Better ©This pattern of thinking is associated with people who are very competitive, seeking to clinch a bigger, better deal that will develop a little bit more to pay of an excessive mortgage on the new family home. This **Mindset™ has extensive debts and a strong preference for more power, improved status and security.Young Optimism ©This pattern of thinking is associated with young professionals, technocrats and students whose thoughts are focused on achieving a good career, overseas travel and generally improving their prospects in life, having a sense of fulfilment and a chance to enjoy an outgoing lifestyle. It is generally more prevalent in inner city and urban lifestyle settings.A Fairer Deal ©This pattern of thinking is generally found amongst unskilled and semi-skilled workers who left school to start learning from friends who share blue denim values. This **Mindset™ is more likely to experience unemployment, family pressures, and the feeling of getting a raw deal out of life.Look At Me ©This pattern of thinking is associated with active, unsophisticated, somewhat self-centred and peer-driven behaviour that sees success as a kind of game and not to be measured by family standards. This is the pattern of the "decibel generation" that lives in McDonalds, drink Pepsi, burns up money (their own or their parents), spends hours watching commercial TV and cannot wait to be somewhere else.Socially Aware ©This pattern of thinking is usually associated with the highest socioeconomic group in the community. This **Mindset™ is the speciality of public servants, pressure groups, business analysts and politicians of all political colours. These "insatiable information vacuum cleaners" are addicted to finding out or trying anything that's new or different and persuading others to accept their opinions, priorities and lifestyle preferences.Conventional Family Life ©This pattern of thinking is most closely associated with suburban families devoting all their time and efforts to building a "home" to give their children the opportunities they deserve, striving to improve their home, enjoying family life and having enough time to keep in touch with parents and friends.Competitive organisations today are facing increasingly complex and sophisticated marketplaces. Both local and overseas markets are becoming more diverse and fragmented. Audiences are narrower in focus and more demanding of targeted information. People only hear what fits their perception of their micro-futures and tune out the hundreds of mass marketing efforts that do not address their goals in life. In the past it was possible to identify the target audience in terms of birthplace, age, education and income. Consumer markets could also be targeted on the basis of prior purchase behaviour. If it was bought last time, "brand loyalty" was assumed as the basis for future consumption patterns. With increasing education, income and social mobility comes an increasing degree of individualisation, a reduced acceptance of corporate values, increasing search for diversity, difference and personal development. Market behaviour becomes an opportunity for personal expression, exploration and excitement. These forces conspire to make the task for marketing and corporate planners almost impossible with old instruments. Demographic analysis of research data can answer to who is doing what. Psychographic analysis, can provide information on why individuals are behaving in this way by adding attitudes and other descriptive viewpoints. But we need to use a broader model of group behaviour yet if we are to understand some of the most important questions that relate to buying decisions:
Obviously outcomes to these questions will vary according to many factors. It’s very easy to see that such things as age, income, socioeconomic status, the presence of children, whether we live in the country or city, can and do affect our viewpoints. But none of these explain the way people living in the same street with similar incomes, etc. still view the world differently, have different attitudes to life, purchase different things, watch different programs on TV or are more or less involved with things like the Internet. What are Roy Morgan Values Segments1? Work has been carried out for more than 15 years at Roy Morgan Research to gaining a better understanding of what are the prime motivations of choice and change. This work was pioneered by Colin Benjamin of the Horizons Network and Michele Levine, CEO of Roy Morgan Research, and builds on studies done elsewhere in the world including cross-cultural studies by Geert Hofstede. It has been tested and found robust internationally, as well as in Australia. From six dimensions we are able to develop ten mindset segments of the Australian population based on the deeper drivers of choice and change - their values and fundamental ways of approaching the world. This has the added benefit, because it derives from the Single Source database, that we can profile the things they do, the brands they choose, the media they consume. We call these the Roy Morgan Values Segments1 and unlike other segmentations derived mainly by statistical techniques, they begin with a theoretical foundation. There are four human social dimensions (Individualism, Life Satisfaction, Conservatism and Innovation) and two dimensions that ground the Values Segments1 in marketplace reality (Quality Expectations and Price Expectations). These six dimensions form the vertical and horizontal axes of a multi-dimensional "Values Cross." The Roy Morgan Value SegmentsTM* model can be analysed and used in two different ways - to examine the responses of individual segments (a place on the map) or to examine the whole map and the way in which the interrelationship of issues has an impact on people saying yes or no. Any research company can provide demographic analysis and tell you who is doing what. Most can even provide psychographic analysis and examine why those individuals behaved in that way. Some can even provide market segmentation and group individuals into similar boxes. But only Roy Morgan Research can provide all of these AND answer those critical questions of : what would change a no decision into a yes and what factors influence and predict the behaviours. Contact Roy Morgan Research to learn more about Value SegmentsTM* and what they can do for you. * Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. Figures are derived from Roy Morgan Single Source: January — December 2010. |
||||
|
© 2012 Roy Morgan Research. All Rights Reserved |
