Roy Morgan Research
Something Better

Something Better

Phone Icon

Our experts are here to help!

Request a call back to discuss your business research needs. Speak to one of our expert team members to assist you with an enquiry and more information.
Request a call back

Something Better refers to the pattern of responses most often 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.

This pattern of responses tends to be found among ‘the Joneses’, 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.

The key issue with this segment is that everything is a comparative. They only 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.

*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network 1997.

Find out more

Contact us now to find out more about the Something Better segment or one of the other Values Segments.

Back to topBack To Top Arrow