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C ULTURAL D YNAMICS. The Maslow Groups Story Segmented Human Based Communications. Background, Methods and Tools. PEOPLE. They’re all about. C ULTURAL D YNAMICS. WHAT ARE MASLOW GROUPS?. C ULTURAL D YNAMICS. RESEARCH INTO PEOPLE. Behaviour. Values. Attitudes Lifestyles. Principles

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slide1

CULTURAL DYNAMICS

The Maslow Groups Story

Segmented Human Based Communications

Background, Methods and Tools

slide2

PEOPLE

They’re all about

CULTURAL DYNAMICS

WHAT ARE MASLOW GROUPS?

research into people

CULTURAL DYNAMICS

RESEARCH INTO PEOPLE

Behaviour

Values

Attitudes

Lifestyles

Principles

-Beliefs

-Motivations

Research Type:

Values Research

Lifestyle Research

Behavioural Research

Result Fitness:

10 - 20 Years

2-5 Years

0-2 Years

slide4

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.
slide5

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.
slide6

Inner Directed

Outer Directed

Sustenance Driven

Self Actualisation

Beauty Symmetry To Know, Understand & Explore

Aesthetic Cognitive

Achievement

Self Esteem

Esteem of Others

Recognition Approval

Belonging

Love Acceptance

Security Comfort

Safety

Air

Food

Water, Sex

CULTURAL DYNAMICS

MASLOW’S HIERARCHY OF NEEDS

Meta-Needs, derived from Integration and Transcendence of all needs

slide7

CULTURAL DYNAMICS

SUSTENANCE DRIVEN

Solidarity

Security

Community

Family

Thrifty

Price

Roots

Local

Comfort

Escapist

Fearful

slide8

CULTURAL DYNAMICS

SUSTENANCE DRIVEN

Dependence

slide9

CULTURAL DYNAMICS

Sustenance Driven Orientations

  • Past
  • Keep the Same
  • Rational
  • Keep to the Facts
  • Group Identity
  • Judgemental
  • Keep it Simple
  • Security and Family
slide10

CULTURAL DYNAMICS

OUTER DIRECTED

Importance

Jet Setting

Wealth

Position

Appearance

Glamour

Keeping Up with the Jones’

Right Neighbourhood

slide11

CULTURAL DYNAMICS

OUTER DIRECTED

Independence

slide12

CULTURAL DYNAMICS

Prospector Orientations

  • Future
  • Anyway the wind blows
  • Emotional
  • Just Do It
  • Situational
  • Me
  • Self Enhancement
  • Personal Sound Bites
  • Power, Achievement, Hedonism, Stimulation
slide13

CULTURAL DYNAMICS

INNER DIRECTED

Confident

Quality

Value

Knowledge

Information

Discerning

Contacts

Individuality

People-Focused

Risk Takers

slide14

CULTURAL DYNAMICS

INNER DIRECTED

Inter-dependence

slide15

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

CULTURAL DYNAMICS

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…”

slide17

I’m going to look good in my bikini this summer!

I hate this! Why am I doing it?

I feel so much better when I do this!

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.

slide18

Inner Directed

Outer Directed

Sustenance Driven

PENETRATION

Innovators

Early Adopters

Mature

TIME

CULTURAL DYNAMICS

slide19

Discipline

Sustenance Driven (Settler)

Acquiescence

Indulgent diet

Complacent

Luddism

Respected

Non-reflective

Honesty

Outer Directed (Prospector)

Bargain hunter

Looking good

Distracted

Distant

Skeptical

Pleasure

Prudent

Wrong clothes

Showhome

Busy

Persona

Asocial

Close family

Tolerant

Reserved

Convenience

Speculate

Price conscious

Sensitive

Socialist

Local

Cheerful

Constrained spender

Irresolute

Spiritual

Healthy lifestyle

Shrewd

Modest unease

Budget bedlam

Coasting

Impulsive spender

Bodily ease

Ozone friendly

Car casual

Gregarious

Passivity

WYSIWYG

Interconnected

TV casual

Listening

Solitary

Non-acquisitive

Artisan

Inquisitive

Sexual awareness

Beauty

Money casual

Self assured

Financial morality

Exhilaration

Solo

New family

Inner Directed (Pioneer)

Unplanned

No sweat

Equivalence

Feeling good

Independent

Self secure

Boldness

Global

Equanimity

Adaptable

CULTURAL DYNAMICS

A MAP OF

SOCIAL ATTITUDES

slide20

Discipline

Sustenance Driven (Settler)

Acquiescence

Indulgent diet

Complacent

Luddism

Respected

Non-reflective

Honesty

Outer Directed (Prospector)

Bargain hunter

Looking good

Distracted

Distant

Skeptical

Pleasure

Prudent

Wrong clothes

Showhome

Busy

Persona

Asocial

Close family

Tolerant

Reserved

Convenience

Speculate

Price conscious

Sensitive

Socialist

Local

Cheerful

Constrained spender

Irresolute

Spiritual

Healthy lifestyle

Shrewd

Modest unease

Budget bedlam

Coasting

Impulsive spender

Bodily ease

Ozone friendly

Car casual

Gregarious

Passivity

WYSIWYG

Interconnected

TV casual

Listening

Solitary

Non-acquisitive

Artisan

Inquisitive

Sexual awareness

Beauty

Money casual

Self assured

Financial morality

Exhilaration

Solo

New family

Inner Directed (Pioneer)

Unplanned

No sweat

Equivalence

Feeling good

Independent

Self secure

Boldness

Espousal γ = 99.0%

Espousal γ = 95.0%

Neutral

Rejection γ = 95.0%

Rejection γ = 99.0%

Global

Equanimity

Adaptable

CULTURAL DYNAMICS

Inner Directed

slide21

Discipline

Sustenance Driven (Settler)

Acquiescence

Indulgent diet

Complacent

Luddism

Respected

Non-reflective

Honesty

Outer Directed (Prospector)

Bargain hunter

Looking good

Distracted

Distant

Skeptical

Pleasure

Prudent

Wrong clothes

Showhome

Busy

Persona

Asocial

Close family

Tolerant

Reserved

Convenience

Speculate

Price conscious

Sensitive

Socialist

Local

Cheerful

Constrained spender

Irresolute

Spiritual

Healthy lifestyle

Shrewd

Modest unease

Budget bedlam

Coasting

Impulsive spender

Bodily ease

Ozone friendly

Car casual

Gregarious

Passivity

WYSIWYG

Interconnected

TV casual

Listening

Solitary

Non-acquisitive

Artisan

Inquisitive

Sexual awareness

Beauty

Money casual

Self assured

Financial morality

Exhilaration

Solo

New family

Inner Directed (Pioneer)

Unplanned

No sweat

Equivalence

Feeling good

Independent

Self secure

Boldness

Espousal γ = 99.0%

Espousal γ = 95.0%

Neutral

Rejection γ = 95.0%

Rejection γ = 99.0%

Global

Equanimity

Adaptable

CULTURAL DYNAMICS

Outer Directed

slide22

Discipline

Acquiescence

Indulgent diet

Complacent

Luddism

Respected

Non-reflective

Honesty

Bargain hunter

Looking good

Distracted

Distant

Skeptical

Pleasure

Prudent

Wrong clothes

Showhome

Busy

Persona

Asocial

Close family

Tolerant

Reserved

Convenience

Speculate

Price conscious

Sensitive

Socialist

Local

Cheerful

Constrained spender

Irresolute

Spiritual

Healthy lifestyle

Shrewd

Modest unease

Budget bedlam

Coasting

Impulsive spender

Bodily ease

Ozone friendly

Car casual

Gregarious

Passivity

WYSIWYG

Interconnected

TV casual

Listening

Solitary

Non-acquisitive

Artisan

Inquisitive

Sexual awareness

Beauty

Money casual

Self assured

Financial morality

Exhilaration

Solo

New family

Unplanned

No sweat

Equivalence

Feeling good

Independent

Self secure

Boldness

Espousal γ = 99.0%

Espousal γ = 95.0%

Neutral

Rejection γ = 95.0%

Rejection γ = 99.0%

Global

Equanimity

Adaptable

CULTURAL DYNAMICS

Sustenance

Driven

Sustenance Driven (Settler)

Outer Directed (Prospector)

Inner Directed (Pioneer)

slide23

HIERARCHY

EMBEDDEDNESS

SEN

NIG

GHA

CAMER

YEM

UGA

IRAN

EGY

NAM

ZIM

MALAY

JOR

NEP

FIJ

SAF

INDO

ETH

INDI

BOL

SING

THAI

PHIL

ISR(A)

KOR(S)

HK

TAIW

GEO

MAC

PERU

UKR

RUS

CYP(G)

BUL

MASTERY

BOS

POL

TUR

CRO

SLOVAK

USA

EST

LAT

ROM

MEX

VEN

ISR(J)

CZECH

JAP

BRA

AUS

COST

CHIL

HUNG

CAN(E)

ARG

IRE

SLOVEN

UK

NZ

GRE

POR

AFFECTIVE

AUTONOMY

HARMONY

NET

NOR

CAN(F)

FIN

FR

BEL

AUT

SPA

GER(E)

DEN

SWE

SWZ

GER(W)

INTELLECTUAL

AUTONOMY

EGALITARIANISM

CULTURAL DYNAMICS

Sustenance

Driven

African

Hegemony

Islamic

Hegemony

Soviet

Hegemony

American

Hegemony

Outer Directed

Latin

Hegemony

British

Hegemony

European

Hegemony

Inner Directed