4cs genesis charlotte mordin, y&r emea. 4cs genesis in the post-war period people were much more...
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4Cs Genesis
Charlotte Mordin, Y&R EMEA
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In the post-war period people were much more
stereotyped than now.
They saw themselvesmore in terms of their
class, role and life stage.
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In the late ’60s supermarkets arrived on the scene.
Standing in the queue, you could examine people’s purchases at your leisure.
A researcher in the queue came up with the idea of brand families, the basis of the first non-demographic consumer segmentations.
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The next idea was lifestyle. What kind of life did these brand families fit into?
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Finally it was realised that underneath the brand choice and the lifestyle were
deeper motivations … values
Stanford Research Institute was an early and influential entrant into the field of values segmentation with their
study VALS – an acronym for Values and Life Styles
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Young & Rubicam New York were pioneers in using values to plan advertising, working closely with VALS during the early ’80s.
In the mid ’80s Y&R established its own international values segmentation - 4Cs.
4Cs = Cross-Cultural-Consumer-Characterisation
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The seven 4Cs values were derived from accepted theory
Abraham MaslowHierarchy of Needs
David RiesmanSocial Character
Milton RokeachHuman Value Systems
Alfred AdlerCompetition & Co-operation
Joseph PlummerLifestyle
Arnold MitchellValues & Lifestyles
Self-Expression
Control
Status
Individuality
Survival
Security
Escape
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The 4Cs groups based on these theoretical values represent intuitively accessible individuals.
Self-Expression
Control
Status
Individuality
Survival
Security
Escape
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- Discussion, description of local 4Cs types - Depth interviews (photos) - Country-specific statements and questionnaire
Starting from theory Local 4Cs Modelswere constructed
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In the early 90’s eight years of local experience was co-ordinated to construct standardised international statements and questionnaire in
BAV
Knowledge and experience explosion New tools and techniques developed
Canada
US
Venezuela
Colombia
Chile
Argentina
Mexico
Brasil South Africa
Japan
India
Taiwan
Indonesia
Philippines
Malaysia
Australia
Thailand
China
RussiaUK
France
Spain
Netherlands
Portugal
Belgium
Sweden
Denmark
FinlandNorway
Italy
SwitzerlandGermany
Hungary
Poland
Czech Rep
Greece Turkey
Canada
US
Venezuela
Colombia
Chile
Argentina
Mexico
Brasil South Africa
Japan
India
Taiwan
Indonesia
Philippines
Malaysia
Australia
Thailand
China
RussiaUK
France
Spain
Netherlands
Portugal
Belgium
Sweden
Denmark
FinlandNorway
Italy
SwitzerlandGermany
Hungary
Poland
Czech Rep
Greece Turkey
4C
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esis
In the late 90s and new 00s 4Cs installed in TGI as it expands across Europe
4Cs is available ongoing, as well as in BAV waves