Y&R's Cross Cultural Consumer Characterisation (4Cs for short) is a consumer segmentation that 'characterises' people into recognisable stereotypes that reflect the operation of each of a set of well-known human motivations: comprising SECURITY, CONTROL, STATUS, INDIVIDUALITY, FREEDOM, SURVIVAL and ESCAPE. If you are new to the 4Cs and would like to read more, please download our introductory booklet that gives you some background and explains a little more about the characterisations we use. You can also take one of our online questionnaires if you would like to find out which 4Cs values have the strongest influence on the way you live your life. You do not need to be registered with the site in order to access the questionnaires.

Hierarchy of Needs in Ratatouille

Maslow Hierarchy of Needs

Maslow wanted to understand what motivates people. He believed that individuals possess a set of motivation systems unrelated to rewards or unconscious desires.
Maslow (1943) stated that people are motivated to achieve certain needs. When one need is fulfilled a person seeks to fulfil the next one, and so on.
The earliest and most widespread version of Maslow's (1943, 1954) hierarchy of needs includes five motivational needs, often depicted as hierarchical levels within a pyramid.  http://www.simplypsychology.org/maslow.html this link also includes the expanded version of Maslow's Hierarchy in a twenty minute lecture style video.

Overview of Maslow's Hierarchy of Needs

BBC & The British Class survey

Take a look around the website of  The Great British Class Survey to find out the answers and upload to your blog for next week.

John Cleese sketch on class

VALS "Values, Attitudes And Lifestyles"

VALS is a  research methodology used for psychographic (the study of personality, values, attitudes, interests,) and lifestyles market segmentation. Market segmentation is designed to guide companies in tailoring their products and services in order to appeal to the people most likely to purchase them.

Take the and find out what you are. survey  and find out what you are.