CULTURAL DYNAMICS

The Maslow Groups StorySegmented Human Based Communications

Background, Methods and Tools

WHAT ARE MASLOW GROUPS?

They’re all about PEOPLECULTURAL DYNAMICS

RESEARCH INTO PEOPLE

BehaviourValuesPrinciples-Beliefs-Motivations

AttitudesLifestyles

Research Type:

Result Fitness:

Values Research Lifestyle Research Behavioural Research

10 - 20 Years 2-5 Years 0-2 Years

CULTURAL DYNAMICS

CULTURAL DYNAMICS

What are Maslow Groups?

• The Values Modes are based on international research using over 1000 questions, 414 Core Values Questions and 100 Attributes.

• There are 12 Values Modes.

• The are 3 Maslow Groups.

CULTURAL DYNAMICS

What are Maslow Groups?

• The U.K. Maslow Groups are based on the insights gained from over 30 years of U.K. socio-cultural research.

• The Values Modes and Maslow Groups are representations of the values systems of individuals.

• The key understanding is that Maslow’s Hierarchy of Needs is a powerful differentiator and indicator of motivations and beliefs.

Sel

f Act

ualis

atio

n

Aes

thet

ic C

ogni

tive

Sel

f Est

eem

Est

eem

of O

ther

s

Bel

ongi

ngS

afet

y

AirFood

Water, Sex

Security C

omfort

Love Acceptance

Recognition A

pproval

Achievem

ent

Beauty S

ymm

etry To Know

, Understand &

Explore

Meta-N

eeds, derived from Integration and Transcendence of all needs

MASLOW’S HIERARCHY OF NEEDS

Inner Directed

Outer Directed

Sustenance Driven

CULTURAL DYNAMICS

SUSTENANCE DRIVEN

Security

Family

Price

Local

Escapist

Solidarity

Community

Thrifty

Roots

Comfort

Fearful

CULTURAL DYNAMICS

SUSTENANCE DRIVEN

Dependence

CULTURAL DYNAMICS

CULTURAL DYNAMICS

Sustenance Driven Orientations

• Past• Keep the Same• Rational• Keep to the Facts• Group Identity• Judgemental• Keep it Simple• Security and Family

OUTER DIRECTED

Jet Setting

Wealth

Appearance

Keeping Up with the Jones’ Right Neighbourhood

Glamour

Position

Importance

CULTURAL DYNAMICS

Independence

OUTER DIRECTED

CULTURAL DYNAMICS

CULTURAL DYNAMICS

Prospector Orientations

• Future• Anyway the wind blows• Emotional• Just Do It• Situational• Me• Self Enhancement• Personal Sound Bites• Power, Achievement, Hedonism, Stimulation

INNER DIRECTED

Confident

Value

Knowledge

Discerning

Quality

Information

Contacts

People-Focused

Risk Takers

Individuality

CULTURAL DYNAMICS

INNER DIRECTED

Inter-dependence

CULTURAL DYNAMICS

CULTURAL DYNAMICS

Pioneer Orientations

• Now• Open to Change• Emotional (and rational)• Personal Ethical responsibility• Everything Connects• Individualistic• Keep it Complex and interesting• Personal Stories

Same Behaviour, Different Reasons

• Sustenance Driven...food is getting so

expensive”

• Outer Directed...I want to wear a bikini on

holiday”

• Inner Directed…I feel so much better for it”

“I’m eating less these days because…”

CULTURAL DYNAMICS

WHY USE MASLOW GROUPS?

The Maslow Groups allow us to identify and understand the reasons for different behaviours – and also to identify different reasons for identical actions.

I hate this! Why am I doing it?

I’m going to look good in my bikini this

summer!

I feel so much better when I do

this!

CULTURAL DYNAMICS

Innovators Early Adopters Mature

Inner Directed Outer Directed Sustenance Driven

TIME

PE

NE

TR

AT

ION

CULTURAL DYNAMICS

Equanimity

Shrewd

Gregarious

Listening

IrresoluteCoasting

Non-acquisitive

Car casualBodily easeOzone friendlyInterconnected

InquisitiveArtisan

Exhilaration

Sexual awareness

Self assured

Passivity

Solitary

IndependentNo sweat

Financial moralitySolo

New family

EquivalenceSelf secureFeeling good

Boldness

Global

Adaptable

Non-reflective

Distant

Acquiescence

Indulgent diet

ComplacentLuddism

Constrained spender

Skeptical

Honesty

Distracted

Price conscious

Wrong clothesPrudent

Close family

Reserved

Socialist

Respected

Showhome

Looking good

Persona

Pleasure

Bargain hunter

BusyAsocial

Convenience

SensitiveSpeculate

Local

SpiritualBudget bedlamImpulsive spender

CheerfulHealthy lifestyle

Modest unease

Discipline

Tolerant

WYSIWYGTV casual

Money casualBeauty

Unplanned

CULTURAL DYNAMICS

A MAP OFSOCIAL ATTITUDES

Equanimity

Shrewd

Gregarious

Listening

IrresoluteCoasting

Non-acquisitive

Car casualBodily easeOzone friendlyInterconnected

InquisitiveArtisan

Exhilaration

Sexual awareness

Self assured

Passivity

Solitary

IndependentNo sweat

Financial moralitySolo

New family

EquivalenceSelf secureFeeling good

Boldness

Global

Adaptable

Non-reflective

Distant

Acquiescence

Indulgent diet

ComplacentLuddism

Constrained spender

Skeptical

Honesty

Distracted

Price conscious

Wrong clothesPrudent

Close family

Reserved

Socialist

Respected

Showhome

Looking good

Persona

Pleasure

Bargain hunter

BusyAsocial

Convenience

SensitiveSpeculate

Local

SpiritualBudget bedlamImpulsive spender

CheerfulHealthy lifestyle

Modest unease

Discipline

Tolerant

WYSIWYGTV casual

Money casualBeauty

Unplanned

Espousal γ = 99.0%

Espousal γ = 95.0%

Neutral

Rejection γ = 95.0%

Rejection γ = 99.0%

CULTURAL DYNAMICS

Inner Directed

Equanimity

Shrewd

Gregarious

Listening

IrresoluteCoasting

Non-acquisitive

Car casualBodily easeOzone friendlyInterconnected

InquisitiveArtisan

Exhilaration

Sexual awareness

Self assured

Passivity

Solitary

IndependentNo sweat

Financial moralitySolo

New family

EquivalenceSelf secureFeeling good

Boldness

Global

Adaptable

Non-reflective

Distant

Acquiescence

Indulgent diet

ComplacentLuddism

Constrained spender

Skeptical

Honesty

Distracted

Price conscious

Wrong clothesPrudent

Close family

Reserved

Socialist

Respected

Showhome

Looking good

Persona

Pleasure

Bargain hunter

BusyAsocial

Convenience

SensitiveSpeculate

Local

SpiritualBudget bedlamImpulsive spender

CheerfulHealthy lifestyle

Modest unease

Discipline

Tolerant

WYSIWYGTV casual

Money casualBeauty

Unplanned

Espousal γ = 99.0%

Espousal γ = 95.0%

Neutral

Rejection γ = 95.0%

Rejection γ = 99.0%

CULTURAL DYNAMICS

Outer Directed

Equanimity

Shrewd

Gregarious

Listening

IrresoluteCoasting

Non-acquisitive

Car casualBodily easeOzone friendlyInterconnected

InquisitiveArtisan

Exhilaration

Sexual awareness

Self assured

Passivity

Solitary

IndependentNo sweat

Financial moralitySolo

New family

EquivalenceSelf secureFeeling good

Boldness

Global

Adaptable

Non-reflective

Distant

Acquiescence

Indulgent diet

ComplacentLuddism

Constrained spender

Skeptical

Honesty

Distracted

Price conscious

Wrong clothesPrudent

Close family

Reserved

Socialist

Respected

Showhome

Looking good

Persona

Pleasure

Bargain hunter

BusyAsocial

Convenience

SensitiveSpeculate

Local

SpiritualBudget bedlamImpulsive spender

CheerfulHealthy lifestyle

Modest unease

Discipline

Tolerant

WYSIWYGTV casual

Money casualBeauty

Unplanned

Espousal γ = 99.0%

Espousal γ = 95.0%

Neutral

Rejection γ = 95.0%

Rejection γ = 99.0%

CULTURAL DYNAMICS

Sustenance Driven

CULTURAL DYNAMICS

VENROM

MEXESTSLOVAK

LAT

CZECH

HUNG

SLOVEN

CHIL

POL

CYP(G)BOS

ETH

EGY

CAMERYEMSENNIGGHA

UGAIRAN

ZIMJOR

NAMNEP

SAFINDOFIJ

MALAY

BOLPHIL

SING

GEOMACPERU

RUS

TUR

BUL

UKR

TAIWISR(A)

HK

INDITHAI

KOR(S)

CROUSA

ISR(J)JAP

AUSCOSTBRA

ARGCAN(E)

IRE

UK

NZ

GRE

FR

POR

NET

CAN(F)

GER(E)

AUTBEL

NORFIN

SPA

GER(W) SWZ

SWEDEN

HARMONY

EGALITARIANISMINTELLECTUALAUTONOMY

AFFECTIVEAUTONOMY

MASTERY

HIERARCHY EMBEDDEDNESS

AmericanHegemony

BritishHegemony

EuropeanHegemony

LatinHegemony

SovietHegemony

IslamicHegemony

AfricanHegemony

SustenanceDriven

Inner Directed

Outer Directed