11

Four Basic Personality TypesFour Basic Personality Types

April 2001April 2001

33

Attitudinal segmentation only – no demographic or behavioural questions

Over 300 questions analyzed – factor analysis, cluster analysis

Three years of data (1999-2001) from The Goldfarb Report

Attitudinal segmentation only – no demographic or behavioural questions

Over 300 questions analyzed – factor analysis, cluster analysis

Three years of data (1999-2001) from The Goldfarb Report

Segmentation MethodologySegmentation Methodology

44

Attitudinal/Psychographic SegmentationAttitudinal/Psychographic Segmentation

Segmentation based on the study of people according to their attitudes and values

Helps marketers match the image of the company and its product offerings with the type of consumer using the product

Helps government departments better understand those using government services and how to communicate to them

Goes beyond ‘lifestage’ and demographics Provides direction on how to attract new/key

customers/audience

Segmentation based on the study of people according to their attitudes and values

Helps marketers match the image of the company and its product offerings with the type of consumer using the product

Helps government departments better understand those using government services and how to communicate to them

Goes beyond ‘lifestage’ and demographics Provides direction on how to attract new/key

customers/audience

The 2001 Goldfarb Segments

The 2001 Goldfarb Segments

66

ESCAPE AND CHANGE

PERSONALCONTROL

HEDONISM &SELF-

ACTUALIZATION

FAMILY AND PROTECTION

Me

Us

Pas

sive

Act

ive

77

ESCAPE AND CHANGE

PERSONALCONTROL

HEDONISM &SELF-

ACTUALIZATION

FAMILY AND PROTECTION

Me

Us

Pas

sive

Act

ive

ProtectiveProviders

(11%)Contented

Traditionalists(14%)

Les“Petite Vie”

(12%)

DisinterestedOutsiders

(6%)

JoinerActivists II

(13%)

Mavericks(9%)

Up &Comers

(13%)

Tie-dyedGrey(9%)

PassiveMalcontents

(14%)

88

Disinterested OutsidersDisinterested Outsiders

Disinterested Outsiders

ApatheticApatheticLittle

Concern for Others

Little Concern for

Others

Ethical Behaviour

Not Important

Ethical Behaviour

Not Important

Uncomfortable with

computers, assistance

from others

Uncomfortable with

computers, assistance

from others

Likely to be Single

Likely to be Single

Lower Household

Income

Lower Household

Income

Younger (under 35)

skew

Younger (under 35)

skew

Materialistic, Not Career-

oriented

Materialistic, Not Career-

oriented

99

Materialistic but price conscious, low income –incentives, deep discounts, financing needed

‘What can you do for me now?’ – need to know how product or service will benefit them now, don’t care about past, future, side benefits

Tone of communication should be irreverent, mocking of establishment – will be turned off by emotional or patriotic approaches

Want non-mainstream items – too much ‘buzz’ and hype will turn them off

Materialistic but price conscious, low income –incentives, deep discounts, financing needed

‘What can you do for me now?’ – need to know how product or service will benefit them now, don’t care about past, future, side benefits

Tone of communication should be irreverent, mocking of establishment – will be turned off by emotional or patriotic approaches

Want non-mainstream items – too much ‘buzz’ and hype will turn them off

Disinterested OutsidersMarketing ImplicationsDisinterested OutsidersMarketing Implications

1010

Tie-Dyed GreyTie-Dyed Grey

Tie-dyed Grey

Liberal, progressive

attitudes

Liberal, progressive

attitudes

Enjoy Being Alone

Enjoy Being Alone

Lower Respect for Authority, Business

Lower Respect for Authority, Business

Urban DwellersUrban

Dwellers

No Children in HH,

Not Married

No Children in HH,

Not Married

Older, retired, English-speaking

Older, retired, English-speaking

Interested in National,

International Events

Interested in National,

International Events

Not Materialistic, Not Success-

Driven

Not Materialistic, Not Success-

Driven

1111

Avoid family-focus appeals, ‘romantic’ approach Non-technical people – less interest in latest

gizmos, marketing should avoid jargon and techno-babble as much as possible

The human touch/personal service key – including availability of after-sales service, live operators

Travel / holiday packages a natural market – especially in places with different culture, interesting history

Avoid family-focus appeals, ‘romantic’ approach Non-technical people – less interest in latest

gizmos, marketing should avoid jargon and techno-babble as much as possible

The human touch/personal service key – including availability of after-sales service, live operators

Travel / holiday packages a natural market – especially in places with different culture, interesting history

Tie-Dyed Grey Marketing ImplicationsTie-Dyed Grey Marketing Implications

1212

Passive MalcontentsPassive Malcontents

Passive Malcontents

Dissatisfied with

Personal Life

Dissatisfied with

Personal Life

Lacking Self-

Confidence

Lacking Self-

Confidence

Passive - Waiting for Others to

Act

Passive - Waiting for Others to

Act

Trusting of Others,

Government

Trusting of Others,

Government

Less Likely to Have

Children in Home

Less Likely to Have

Children in Home

Many Not in Labour

Force/Retired

Many Not in Labour

Force/Retired

Older, English-speaking

Older, English-speaking

Lonely, Solitary Life

Lonely, Solitary Life

1313

Unhappy – products that promise to improve your appearance, your mood, your feelings of self-worth will appeal

Less confident, independent – need full-service offers (delivery, in-home service, lifetime warranties)

Health concerns – but must require minimal effort and expense

Patriotic – stress made in Canada/Canadian heritage Very loyal consumers once product has proven

itself – do not seek out new offerings

Unhappy – products that promise to improve your appearance, your mood, your feelings of self-worth will appeal

Less confident, independent – need full-service offers (delivery, in-home service, lifetime warranties)

Health concerns – but must require minimal effort and expense

Patriotic – stress made in Canada/Canadian heritage Very loyal consumers once product has proven

itself – do not seek out new offerings

Passive Malcontents Marketing ImplicationsPassive Malcontents Marketing Implications

1414

Les “Petite Vie”Les “Petite Vie”

Les “Petite Vie”

Deliberate, Slow PaceDeliberate, Slow Pace

Uncomfortable With ChangeUncomfortable With Change

Very Social In Small Circle of Friends

Very Social In Small Circle of Friends

Strong Views on Crime & Violence in

Society

Strong Views on Crime & Violence in

Society

Small TownSmall TownFemales,Lower HH

Income

Females,Lower HH

Income

French Canadian

(80%)

French Canadian

(80%)

Follower, not a leaderFollower,

not a leader

1515

Challenging for marketers – do not trust outsiders, have small circle of friends, not materialistic, not likely to try new brands, overwhelmingly French

Watch a lot of television (over 34 hours per week, lots of daytime TV) – natural medium of choice for advertisers seeking to communicate to them

Use of trusted spokesperson or expert may help introduce new products, concepts

Home products (cleaning, entertaining, home décor, organizing) a natural fit for these people

Brand names of great importance, emphasize brand history/longevity if applicable, avoid “new and improved”

Challenging for marketers – do not trust outsiders, have small circle of friends, not materialistic, not likely to try new brands, overwhelmingly French

Watch a lot of television (over 34 hours per week, lots of daytime TV) – natural medium of choice for advertisers seeking to communicate to them

Use of trusted spokesperson or expert may help introduce new products, concepts

Home products (cleaning, entertaining, home décor, organizing) a natural fit for these people

Brand names of great importance, emphasize brand history/longevity if applicable, avoid “new and improved”

Les “Petite Vie”Marketing ImplicationsLes “Petite Vie”Marketing Implications

1616

Protective ProvidersProtective Providers

Protective Providers

Family FocusFamily Focus

Hard Working and

Proud

Hard Working and

Proud

Law & Order Focus

Law & Order Focus

Distrust Government,

Politicians

Distrust Government,

Politicians

Less Well Educated, Blue Collar

Less Well Educated, Blue Collar

Parents of Small

Children

Parents of Small

Children

Young, MarriedYoung, Married

Financial Concerns Financial

Concerns

1717

Very price conscious – looking for best value for money proposition

Looking for inducements, long-term payment options – 0% financing, ‘Don’t Pay ‘Til 2005’

Home improvement, children’s entertainment, outdoor products likely to appeal

Brand names important to them – emphasize Seeking security – financial & physical

Very price conscious – looking for best value for money proposition

Looking for inducements, long-term payment options – 0% financing, ‘Don’t Pay ‘Til 2005’

Home improvement, children’s entertainment, outdoor products likely to appeal

Brand names important to them – emphasize Seeking security – financial & physical

Protective Providers Marketing ImplicationsProtective Providers Marketing Implications

1818

Contented TraditionalistsContented Traditionalists

Contented Traditionalists

Happy, Well-

adjusted

Happy, Well-

adjusted

Family-orientedFamily-oriented AltruisticAltruistic

Traditional Moral ValuesTraditional

Moral Values

HomeownerHomeownerMarried With Children

Married With Children

Female (71%)

Female (71%)

Religious/ Spiritual

Foundation

Religious/ Spiritual

Foundation

1919

Very high moral standards, old-fashioned values. Products/brands/advertising must have ‘squeaky clean’ image, stress old-time values and heritage

Family and health-oriented – products that encourage family togetherness, education and healthy living will appeal.

Offers of full-service (delivery, installation, maintenance) important to them – not handy, want to feel taken care of, willing to pay for service

Taking care of future (both personal and for children) a concern, need reassurance

Very high moral standards, old-fashioned values. Products/brands/advertising must have ‘squeaky clean’ image, stress old-time values and heritage

Family and health-oriented – products that encourage family togetherness, education and healthy living will appeal.

Offers of full-service (delivery, installation, maintenance) important to them – not handy, want to feel taken care of, willing to pay for service

Taking care of future (both personal and for children) a concern, need reassurance

Contented Traditionalists Marketing ImplicationsContented Traditionalists Marketing Implications

2020

Joiner Activists IIJoiner Activists II

Joiner Activists II

Intellectually Curious

Intellectually Curious

Liberal ValuesLiberal Values

Environmental Concerns

Environmental Concerns

Interested in Politics,

Issues

Interested in Politics,

Issues

Non-religious

Non-religious

Higher IncomeHigher Income

Married With Children

Married With Children

Urban, well educated

Urban, well educated

2121

Experiential benefits should be stressed – prefer new experiences to new products

Want unique, upscale, good quality Tone should be sophisticated, intelligent, definitely

not ‘lowest common denominator’ Concern for community, environment important –

socially responsible companies and products appeal Willing to try new products, be early adopters Crave information, will demand information on

products, manufacturers, government services – must be readily available, detailed

Experiential benefits should be stressed – prefer new experiences to new products

Want unique, upscale, good quality Tone should be sophisticated, intelligent, definitely

not ‘lowest common denominator’ Concern for community, environment important –

socially responsible companies and products appeal Willing to try new products, be early adopters Crave information, will demand information on

products, manufacturers, government services – must be readily available, detailed

Joiner Activists II Marketing ImplicationsJoiner Activists II Marketing Implications

2222

MavericksMavericks

Mavericks

IndividualisticIndividualistic ConfidentConfident LibertarianLibertarian

Forward Thinking

(Technology)

Forward Thinking

(Technology)

Higher Household

Income

Higher Household

IncomeEmployedEmployedMales (74%)Males (74%)

Risk-takers, adventurousRisk-takers, adventurous

2323

‘Dream come true’ – high income, voracious consumers, willing to pay

Technology important – want faster, more powerful computers, Internet connections, focus on speed

Give them choices, opportunity to tailor product/service to their needs – make them feel in control, empowered

Message of freedom, liberty, independence key Leaders, early adopters– ‘cutting edge’ appeals,

first-on-your-block approach likely to resonate with them

‘Dream come true’ – high income, voracious consumers, willing to pay

Technology important – want faster, more powerful computers, Internet connections, focus on speed

Give them choices, opportunity to tailor product/service to their needs – make them feel in control, empowered

Message of freedom, liberty, independence key Leaders, early adopters– ‘cutting edge’ appeals,

first-on-your-block approach likely to resonate with them

Mavericks Marketing ImplicationsMavericks Marketing Implications

2424

Up and ComersUp and Comers

Up and Comers

Ambitious & MaterialisticAmbitious & Materialistic

Not Intellectually

Curious

Not Intellectually

Curious

Outgoing and ActiveOutgoing

and Active

Traditional Moral ValuesTraditional

Moral Values

More First Generation Canadians

More First Generation Canadians

High Household

Income

High Household

Income

Younger (under 35)Younger

(under 35)

Optimistic re: Canada’s

future

Optimistic re: Canada’s

future

2525

Crave instant gratification, have money to spend – will pay for hot trends, latest gadgets, need to feel ‘ahead of the curve’ (but not too far ahead)

Prime targets for entertainment, sports-related products and equipment

Brand names, reputations very important Advertising should take high moral ground (no

nudity, poor taste) Seeking social status, want products that promote

their sense of self-worth

Crave instant gratification, have money to spend – will pay for hot trends, latest gadgets, need to feel ‘ahead of the curve’ (but not too far ahead)

Prime targets for entertainment, sports-related products and equipment

Brand names, reputations very important Advertising should take high moral ground (no

nudity, poor taste) Seeking social status, want products that promote

their sense of self-worth

Up and Comers Marketing ImplicationsUp and Comers Marketing Implications

2626

ESCAPE AND CHANGE

PERSONALCONTROL

HEDONISM &SELF-

ACTUALIZATION

FAMILY AND PROTECTION

Me

Us

Pas

sive

Act

ive

ProtectiveProviders

(11%)Contented

Traditionalists(14%)

Les“Petite Vie”

(12%)

DisinterestedOutsiders

(6%)

JoinerActivists II

(13%)

Mavericks(9%)

Up &Comers

(13%)

Tie-dyedGrey(9%)

PassiveMalcontents

(14%)

Shifts in Canadian Attitudes

Shifts in Canadian Attitudes

2828

Core Values Remain ConstantCore Values Remain Constant

Canadian society remains skewed toward passive approach to problem-solving – “Somebody should do something about that!”

Family remains key to many segments – difference is in how family concerns are dealt with

Religion still not a core value for many Canadians Tolerance, world concerns, intellectual curiosity

tend to stay with you – “once a Joiner-Activist (almost) always a Joiner-Activist”

Canadian society remains skewed toward passive approach to problem-solving – “Somebody should do something about that!”

Family remains key to many segments – difference is in how family concerns are dealt with

Religion still not a core value for many Canadians Tolerance, world concerns, intellectual curiosity

tend to stay with you – “once a Joiner-Activist (almost) always a Joiner-Activist”

2929

Shifts in Canadian ThinkingShifts in Canadian Thinking

Technology widening the gap between ‘passive’ and ‘active’, rich and poor Canadians – “knowledge is power”

More international perspective emerging – support for international trade, interest in international news -- perhaps becoming less parochial?

Time is today’s currency – very few groups do not want more leisure time, work/life balance shifting

Canadians less satisfied with governments over time = lower expectations, lower respect for process

Technology widening the gap between ‘passive’ and ‘active’, rich and poor Canadians – “knowledge is power”

More international perspective emerging – support for international trade, interest in international news -- perhaps becoming less parochial?

Time is today’s currency – very few groups do not want more leisure time, work/life balance shifting

Canadians less satisfied with governments over time = lower expectations, lower respect for process

Any questions?Any questions?

Thank you.Thank you.