This is the largest group, who tend to be domestic, conform, and are conventional and sentimental. They seek security and favour value-for-money family brands.
This group is typically formed of younger people. They seek status, are materialistic, concerned with image and appearance.
This group is typically higher management and professional, who are confident and seek control. They are goal-minded, organised and work hard.
This group comprises mainly older people, who are interested in the past and the traditional. They seek to survive and have rigid and authoritarian values.
This group consists of a younger demographic, such as students. They are individuals, have energy and seek to discover new experiences.
This group consists of a lower demographic, such as low-income groups. They seek escape; buy alcohol, junk food and lottery tickets. They have few resources other than physical skills. They can be alienated and disorganised
This group are individuals with social awareness and independent judgment. They are anti-materialistic, but have good taste and social awareness.