They let you find out how people think, their aspirations, self-images, behavior and more. Below is a Values Segments cross showing all ten Value Segments. If you want a brief description of the segment click on the appropriate image. Competitive organisations today are facing increasingly complex and sophisticated marketplaces. Both local and overseas markets are becoming more diverse and fragmented.
Audiences are narrower in focus and more demanding of targeted information.
People only hear what fits their perception of their micro-futures and tune out the hundreds of mass marketing efforts that do not address their goals in life. In the past it was possible to identify the target audience in terms of birthplace, age, education and income. Consumer markets could also be targeted on the basis of prior purchase behaviour. With increasing education, income and social mobility comes an increasing degree of individualisation, a reduced acceptance of corporate values, increasing search for diversity, difference and personal development. Market behaviour becomes an opportunity for personal expression, exploration and excitement.