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Four Basic Personality Types 0 Four Basic Personality Types 0

April 2001 April 2001

Segmentation Methodology Ü Attitudinal segmentation only – no demographic or behavioural questions Ü Over Segmentation Methodology Ü Attitudinal segmentation only – no demographic or behavioural questions Ü Over 300 questions analyzed – factor analysis, cluster analysis Ü Three years of data (1999 -2001) from The Goldfarb Report 2

Attitudinal/Psychographic Segmentation Ü Segmentation based on the study of people according to their attitudes Attitudinal/Psychographic Segmentation Ü Segmentation based on the study of people according to their attitudes and values Ü Helps marketers match the image of the company and its product offerings with the type of consumer using the product Ü Helps government departments better understand those using government services and how to communicate to them Ü Goes beyond ‘lifestage’ and demographics Ü Provides direction on how to attract new/key customers/audience 3

The 2001 Goldfarb Segments The 2001 Goldfarb Segments

Me HEDONISM & SELFACTUALIZATIO N FAMILY AND PROTECTION PERSONAL CONTROL Active Passive ESCAPE AND Me HEDONISM & SELFACTUALIZATIO N FAMILY AND PROTECTION PERSONAL CONTROL Active Passive ESCAPE AND CHANGE 5 Us

Me HEDONISM & SELFACTUALIZATIO N ESCAPE AND CHANGE Tie-dyed Grey (6%) Passive (9%) Passive Me HEDONISM & SELFACTUALIZATIO N ESCAPE AND CHANGE Tie-dyed Grey (6%) Passive (9%) Passive Malcontents (14%) Up & Comers (13%) Les “Petite Vie” Active Disinterested Outsiders Mavericks (9%) (12%) Protective Providers (11%) Contented Traditionalists (14%) FAMILY AND PROTECTION Joiner Activists II (13%) PERSONAL CONTROL 6 Us

Disinterested Outsiders Apathetic Little Concern for Others Materialistic, Not Careeroriented Younger (under 35) skew Disinterested Outsiders Apathetic Little Concern for Others Materialistic, Not Careeroriented Younger (under 35) skew 7 Disinterested Outsiders Lower Household Income Ethical Behaviour Not Important Uncomfortable with computers, assistance from others Likely to be Single

Disinterested Outsiders Marketing Implications Ü Materialistic but price conscious, low income – incentives, deep Disinterested Outsiders Marketing Implications Ü Materialistic but price conscious, low income – incentives, deep discounts, financing needed Ü ‘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 Ü Tone of communication should be irreverent, mocking of establishment – will be turned off by emotional or patriotic approaches Ü Want non-mainstream items – too much ‘buzz’ and hype will turn them off 8

Tie-Dyed Grey Not Materialistic, Not Success. Driven Enjoy Being Alone Interested in National, International Tie-Dyed Grey Not Materialistic, Not Success. Driven Enjoy Being Alone Interested in National, International Events Tie-dyed Grey Lower Respect for Authority, Business Older, retired, Englishspeaking No Children in HH, Not Married Urban Dwellers Liberal, progressive attitudes 9

Tie-Dyed Grey Marketing Implications Ü Avoid family-focus appeals, ‘romantic’ approach Ü Non-technical people – Tie-Dyed Grey Marketing Implications Ü Avoid family-focus appeals, ‘romantic’ approach Ü Non-technical people – less interest in latest gizmos, marketing should avoid jargon and technobabble as much as possible Ü The human touch/personal service key – including availability of after-sales service, live operators Ü Travel / holiday packages a natural market – especially in places with different culture, interesting history 10

Passive Malcontents Dissatisfied with Personal Life Lonely, Solitary Life Passive Malcontents Trusting of Others, Passive Malcontents Dissatisfied with Personal Life Lonely, Solitary Life Passive Malcontents Trusting of Others, Government Older, Englishspeaking 11 Lacking Self. Confidence Passive Waiting for Others to Act Many Not in Labour Force/Retired Less Likely to Have Children in Home

Passive Malcontents Marketing Implications Ü Unhappy – products that promise to improve your appearance, Passive Malcontents Marketing Implications Ü Unhappy – products that promise to improve your appearance, your mood, your feelings of self-worth will appeal Ü Less confident, independent – need full-service offers (delivery, in-home service, lifetime warranties) Ü Health concerns – but must require minimal effort and expense Ü Patriotic – stress made in Canada/Canadian heritage Ü Very loyal consumers once product has proven itself – do not seek out new offerings 12

Les “Petite Vie” Uncomfortable With Change Very Social In Small Circle of Friends Follower, Les “Petite Vie” Uncomfortable With Change Very Social In Small Circle of Friends Follower, not a leader Les “Petite Vie” Strong Views on Crime & Violence in Society French Canadian (80%) Females, Lower HH Income Small Town Deliberate, Slow Pace 13

Les “Petite Vie” Marketing Implications Ü Challenging for marketers – do not trust outsiders, Les “Petite Vie” Marketing Implications Ü Challenging for marketers – do not trust outsiders, have small circle of friends, not materialistic, not likely to try new brands, overwhelmingly French Ü 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 Ü Use of trusted spokesperson or expert may help introduce new products, concepts Ü Home products (cleaning, entertaining, home décor, organizing) a natural fit for these people Ü Brand names of great importance, emphasize brand history/longevity if applicable, avoid “new and improved” 14

Protective Providers Family Focus Law & Order Focus Financial Concerns Protective Providers Distrust Government, Protective Providers Family Focus Law & Order Focus Financial Concerns Protective Providers Distrust Government, Politicians Young, Married 15 Hard Working and Proud Parents of Small Children Less Well Educated, Blue Collar

Protective Providers Marketing Implications 1. Very price conscious – looking for best value for Protective Providers Marketing Implications 1. Very price conscious – looking for best value for money proposition 2. Looking for inducements, long-term payment options – 0% financing, ‘Don’t Pay ‘Til 2005’ 3. Home improvement, children’s entertainment, outdoor products likely to appeal 4. Brand names important to them – emphasize 5. Seeking security – financial & physical 16

Contented Traditionalists Happy, Welladjusted Altruistic Religious/ Spiritual Foundation Contented Traditionalists Traditional Moral Values Female Contented Traditionalists Happy, Welladjusted Altruistic Religious/ Spiritual Foundation Contented Traditionalists Traditional Moral Values Female (71%) 17 Familyoriented Married With Children Homeowner

Contented Traditionalists Marketing Implications Ü Very high moral standards, old-fashioned values. Products/brands/advertising must have Contented Traditionalists Marketing Implications Ü Very high moral standards, old-fashioned values. Products/brands/advertising must have ‘squeaky clean’ image, stress old-time values and heritage Ü Family and health-oriented – products that encourage family togetherness, education and healthy living will appeal. Ü Offers of full-service (delivery, installation, maintenance) important to them – not handy, want to feel taken care of, willing to pay for service Ü Taking care of future (both personal and for children) a concern, need reassurance 18

Joiner Activists II Intellectually Curious Environmental Concerns Interested in Politics, Issues Joiner Activists II Joiner Activists II Intellectually Curious Environmental Concerns Interested in Politics, Issues Joiner Activists II Nonreligious Higher Income 19 Liberal Values Married With Children Urban, well educated

Joiner Activists II Marketing Implications Ü Experiential benefits should be stressed – prefer new Joiner Activists II Marketing Implications Ü Experiential benefits should be stressed – prefer new experiences to new products Ü Want unique, upscale, good quality Ü Tone should be sophisticated, intelligent, definitely not ‘lowest common denominator’ Ü Concern for community, environment important – socially responsible companies and products appeal Ü Willing to try new products, be early adopters Ü Crave information, will demand information on products, manufacturers, government services – must be readily available, detailed 20

Mavericks Individualistic Risk-takers, adventurous Males (74%) 21 Confident Libertarian Mavericks Forward Thinking Employed (Technology) Mavericks Individualistic Risk-takers, adventurous Males (74%) 21 Confident Libertarian Mavericks Forward Thinking Employed (Technology) Higher Household Income

Mavericks Marketing Implications Ü ‘Dream come true’ – high income, voracious consumers, willing to Mavericks Marketing Implications Ü ‘Dream come true’ – high income, voracious consumers, willing to pay Ü Technology important – want faster, more powerful computers, Internet connections, focus on speed Ü Give them choices, opportunity to tailor product/service to their needs – make them feel in control, empowered Ü Message of freedom, liberty, independence key Ü Leaders, early adopters– ‘cutting edge’ appeals, first -on-your-block approach likely to resonate with them 22

Up and Comers Ambitious & Materialistic Outgoing and Active Optimistic re: Canada’s future Up Up and Comers Ambitious & Materialistic Outgoing and Active Optimistic re: Canada’s future Up and Comers Traditional Moral Values Younger (under 35) 23 Not Intellectually Curious High Household Income More First Generation Canadians

Up and Comers Marketing Implications Ü Crave instant gratification, have money to spend – Up and Comers Marketing Implications Ü 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) Ü Prime targets for entertainment, sports-related products and equipment Ü Brand names, reputations very important Ü Advertising should take high moral ground (no nudity, poor taste) Ü Seeking social status, want products that promote their sense of self-worth 24

Me HEDONISM & SELFACTUALIZATIO N ESCAPE AND CHANGE Tie-dyed Grey (6%) Passive (9%) Passive Me HEDONISM & SELFACTUALIZATIO N ESCAPE AND CHANGE Tie-dyed Grey (6%) Passive (9%) Passive Malcontents (14%) Up & Comers (13%) Les “Petite Vie” Active Disinterested Outsiders Mavericks (9%) (12%) Protective Providers (11%) Joiner Activists II Contented Traditionalists (13%) (14%) FAMILY AND PROTECTION PERSONAL CONTROL 25 Us

Shifts in Canadian Attitudes Shifts in Canadian Attitudes

Core Values Remain Constant 1. Canadian society remains skewed toward passive approach to problem-solving Core Values Remain Constant 1. Canadian society remains skewed toward passive approach to problem-solving – “Somebody should do something about that!” 2. Family remains key to many segments – difference is in how family concerns are dealt with 3. Religion still not a core value for many Canadians 4. Tolerance, world concerns, intellectual curiosity tend to stay with you – “once a Joiner-Activist (almost) always a Joiner-Activist” 27

Shifts in Canadian Thinking 1. Technology widening the gap between ‘passive’ and ‘active’, rich Shifts in Canadian Thinking 1. Technology widening the gap between ‘passive’ and ‘active’, rich and poor Canadians – “knowledge is power” 2. More international perspective emerging – support for international trade, interest in international news -- perhaps becoming less parochial? 3. Time is today’s currency – very few groups do not want more leisure time, work/life balance shifting 4. Canadians less satisfied with governments over time = lower expectations, lower respect for process 28

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