111 Values and lifestyle targeting Activities, interests and

111 Values and lifestyle targeting Activities, interests and opinions (AIO) components

112 Roy Morgan Values Segments

113 Roy Morgan Values Segments 10 values segments arranged in a two-dimensional perceptual map The horizontal axis represents consumers’ Price Expectations, Attractiveness to Innovation and Perceived Progressiveness. The vertical axis represents consumers’ perceptions of Life Satisfaction, Quality Expectation and Individualism.

114 Roy Morgan Values Segments 1 Basic Needs (cont.) Refers to a pattern of responses from people focusing on ‘getting by’ on a day-to-day basis Retirees, pensioners and people on social security Heavy consumers of free media, suburban newspapers, TV and radio Viewers of documentaries and news programs and listen to sport and talkback radio programs

115 Roy Morgan Values Segments 2 Fairer Deal (cont.) Refers to a pattern of responses from people who perceive that life has treated them unfairly Pessimistic, cynical and struggling financially Heavy consumers of radio and TV; light magazines and newspapers readership Attracted to youth-oriented and reality TV programs.

116 Roy Morgan Values Segments 3 Real Conservatism (cont.) Refers to a pattern of responses from people who are cautious towards new things and ideas Possess conservative social, moral and ethical values Attracted to established brands Medium-to-light magazine readership Inclined to view business and documentary TV programs.

117 Roy Morgan Values Segments 4 Look at Me (cont.) Refers to a pattern of responses from people looking for fun and freedom away from their family Fashion and trend conscious Heavy consumers of music-related media (e.g. Rolling Stone, Rage) Viewing habits reflect peer-group interests.

118 Roy Morgan Values Segments 5 Conventional Family Life (cont.) Refers to a pattern of responses from people who have values centred around their personal and family lives Seek greater financial security and better standard of living Purchase a mix of generic and branded products Higher than average readership of homemaker and women’s magazines TV viewing habits mix reality programming (e.g. Australian Idol) with drama (e.g. ER).

119 Roy Morgan Values Segments 6 Traditional Family Life (cont.) Refers to a pattern of responses from older counterparts of Conventional Family Life segment Empty nesters or extended families Resist change Heavy readers of newspaper; favour information-based TV programs (e.g. 7:30 Report, Australian Story)

120 Roy Morgan Values Segments 7 Visible Achievement (cont.) Refers to a pattern of responses from people who are visible success stories Confident in own abilities and position in society Possess traditional values Work for financial reward and job stimulation Look for quality and value for money Heavy readers of business and finance magazines; light viewers of commercial TV

121 Roy Morgan Values Segments 8 Socially Aware (cont.) Refers to a pattern of responses from people who are community minded and socially active Focus on innovation and learning Lead users Heavy readers of newspapers and magazines that contain information not presented in the mainstream media Light consumerers of commercial TV

122 Roy Morgan Values Segments 9 Something Better (cont.) Refers to a pattern of responses from people wanting more out of life Competitive, individualistic, ambitious and concerned with social status Image is important. Everything is comparative. Light readers of print media; medium-to-heavy consumers of TV

123 Roy Morgan Values Segments 10 Young Optimism (cont.) Refers to a pattern of responses from optimistic people seeking to improve their prospects in life Image and style rather than fads and fashion Long-term thinkers Want to experience all life has to offer; ‘work hard and play hard’ attitude Innovative and interested in technology Heavy consumers of newspapers and magazines, reality TV and radio (contemporary music stations)