Psychographic Society Groups:

Mainstreamers:
-Seek security.
-Tend to be Domestic.
-Conformist.
-Conventional.
-Sentimental.
-Favor value for money family brands.
-Nearly always the largest group.

Aspirers:
-Seek status
-Materialistic.
-Acquisitive
-Orientated to image and appearance.
-Attractive packing more important then contents.
-Typically younger people.
-Clerical and sales jobs.

Succeeders:
-Seek control
-Strong goals.
-Confidence.
-Work ethic and organisation.
-Supports stability.
-Brand choice based on self-reward and quality.
-Typically higher management and professionals.

Resigned:
-Seeks survival.
-Rigid and authoritarian values.
-Interested in the past and tradition.
-Brand choice stresses safety, familiarity and economy.
-Typically older people.

Explorers: 
-Seek discovery.
-Energy.
-Individualism and experience.
-Values difference and adventure.
-Brand choice highlights satisfaction and instant effect.
-The first to try new brands.
-Younger demographic students.

Strugglers:
-Seek escape.
-Alienated and disorganised.
-Few resources beyond physical skills.
-Brand choice involves impact and sensation.
-Buys alcohol, junk food and lottery tickets.
-D and E demographic.

Reformers:
-Seek enlightenment.
-Freedom of restrictions and personal growth.
-Social awareness and independent judgement.
-Anti-Materialistic but aware of good taste.
-Has attended higher education and selects products for quality.