Freedom Seekers →
• Highly independent
• Concerned with quality and practicality
• Self-guided research before buying
• Least likely to be swayed by advertising
Pleasure Seekers →
• Value fun and excitement
• Not concerned with price, brand loyalty or safety
• Like to stand out from the crowd
• Socially active
Purpose Seekers →
• Compassionate and cooperative
• Eco-conscious
• Research before purchasing
• Like to shop “local”
Security Seekers →
• Prefer safe, practical purchases
• Do a lot of research before purchasing
• Looking for best value for money
• Brand loyal
• Swayed by advertising
ACHIEVEMENT SEEKERS →
• Active on social media
• Tech savvy
• Brand conscious
• Driven by success
• Achievement oriented
Tradition Seekers →
• Family oriented
• Older and politically conservative
• Brand loyal
• Swayed by advertising
• Prefer direct mail