Brand over function, these individuals are indulgent and prefer to be advised.

• Like to take their information from other sources rather than discover things for themselves
• Keen to follow along when a fashion has been established
• Brand and style are more important than functionality or individuality
• Not the first to adopt new products but they will be ahead of the majority of the market
• An active segment that is moderately interested in intellectual pursuits, arts and culture
• Prepared to spend money on luxury which tends to mean more things

Risk averse, these individuals prefer the tried and tested.

• Strongly influenced by their peers and by the media
• Unlikely to value things that are new and different
• They will try things that are new to them as individuals
• A similar aversion to what might be considered old fashioned as Style Hounds, but much less interest in new options
• Avoid risk and will take up options when others have shown they work
• Lag behind other groups when it comes to new products and services
• Little interest in intellectual challenges, arts & culture
• Service means freebie extras like Satellite TV and sun beds thrown in

Strongly adverse to change, these individuals hold dear traditional values

• Strongly traditional
• Strongly resistant to change preferring the familiar
• Value a more relaxed pace of life
• Purchase decisions made on function
• Fashion has little meaning to them
• Very risk averse and show little interest in new options or opportunities
• No interest in arts or culture
• Spend little money, on brands or service
• Find it hard to justify expense of any sort
• Often have limited income

Both price driven and practical, these individuals are expectant of service

• Self-reliant
• Very price driven and value functionality strongly over style
• Traditional values
• Not prepared to pay for fashion, style or individuality
• Not early adopters of new ideas
• Interested in new experiences, and happy to try things new to them
• Enjoy intellectual challenges, traditional arts and culture
• Resistant to spending
• Service is something that they expect as opposed to something they will pay extra for

Service orientated individuals with a relaxed pace of life

• Self-reliant and independent
• Hold traditional values
• Unlikely to justify spending on expensive alternatives
• Value more traditional established brands
• Functionality is far more important than style and individuality
• Value, and will pay for, good service, which for them means recognition and individual attention
• Relaxed pace of life
• Enjoy intellectual challenges, arts and culture

Valuing technology, authenticity and independence

• Independent individualists
• Not worried about what others might think
• Little influenced by style or brand unless it represents their personal values
• Value technology, new products, services and experiences
• Function far out rates style as a purchase driver
• High spenders on what they want - but intolerant of substitutes or image based advertising
• Enjoy intellectual challenges but 'arts and culture' are often negatively perceived
• Value good service - which means enabling them to do what they want

Confident, stylish, and willing to give anything a go once

• Do what they want rather than follow any particular fashion
• Comfortable trying new things that are out of the ordinary
• Happy to adopt traditional values when appropriate
• High-spending market
• Find it easy to justify buying expensive alternatives
• Risk takers - a desire for things that are new and different
• They like new challenges, both physical and intellectual
• Life for this group is full and active, but with an appreciation of arts and culture

Fashion conscious early adopters who actively pursue excitement

• Very brand/fashion conscious
• Do not want to be seen as old fashioned
• Early adopters
• Risk takers - they live a full and active life
• Like to be part of the latest trends
• Strongly influenced by others
• Ready to spend money
• Will pay for better service - which to them means more to do or more fun
• no real interest in sophisticated arts, or cerebral activities
• Fun and excitement is what defines a good time