hilst the rest of the world was partying in 1969, Dr. Abraham Maslow was studying monkeys. Monkeys, he found, always made sure they weren’t thirsty before looking for shelter, and always ensured they had shelter before they looked for love and companionship. Dr Maslow then went on to study the human beings around him. Humans, he found, acted in much the same way. No human worried about love before they felt secure. No human sought control before they felt respected by their peers. Thus was born Dr Maslow’s famous Hierarchy of Needs. Young and Rubicam took this hierarchy, and designed a probing research tool to find out where people stood within it. Dr Maslow started by watching monkeys.
The basic motivations within Maslow’s Hierarchy of Needs
The result was a segmentation system powerful enough to segment all mankind, and deep enough to understand all mankind’s basic motivations. Because Young & Rubicam also asked what brands people bought and how they felt about them, the system also became a way of understanding the deeper appeals of those brands. The system accepted that people from different countries were influenced by their differing cultural backgrounds, and removed the effect of those backgrounds. And so it was named the Cross Cultural Consumer Characterisation, or ‘4Cs’ for short. 4Cs divides people into seven types, depending on their core motivation. Shades of grey within the types come from the secondary motivations of their members. This booklet describes the seven types. You can find out what type you are by taking the short online test at http://www.4Cs.yr.com/diys
These people are driven by a need for discovery, challenge and new frontiers. Young in nature, if not in reality, Explorers are often the first to try out new ideas and experiences. They respond to brands that offer new sensations, indulgence and instant effects. In short, difference is what they seek out....