Young and Rubicam came up with a consumer segmentation that was specifically designed to gain an insight into the values of consumers. It is called the 4Cs, the abbreviation of Cross-cultural consumer characterisation.
Cross cultural meaning these values are found in all different cultures although their expression may vary slightly.
Consumer characterisation meaning a persons lifestyle and the way their beliefs and values come together to form a way of making choices.
This method was developed for advertising purposes, and so they have 5 main motivations of each characterisation. These include Safety, Control, Security, Enlightenment and Discovery. These were chosen because they play the largest roles in advertising. There are 2 other categories, Survival and Escape, but these are rarely targeted commercially.
Here are the results that i receieved:
The questionnaire said that my main value is Status. It goes into further detail in explaining what this means...
This has helped me to develop a better understanding of who my target audience will be and i will be able to decide which of these characterisations fit my target audience most appropriately.
I can use my characterisation to reflect my target audience.
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