The Maslow Groups Story

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The Maslow Groups Story Segmented Human Based
Communications
Background, Methods and Tools
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WHAT ARE MASLOW GROUPS?
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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
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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.

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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 Maslows Hierarchy
  of Needs is a powerful differentiator and
  indicator of motivations and beliefs.

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MASLOWS HIERARCHY OF NEEDS
Meta-Needs, derived from Integration and
Transcendence of all needs
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SUSTENANCE DRIVEN
Solidarity
Security
Community
Family
Thrifty
Price
Roots
Local
Comfort
Escapist
Fearful
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SUSTENANCE DRIVEN
Dependence
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Sustenance Driven Orientations

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

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OUTER DIRECTED
Importance
Jet Setting
Wealth
Position
Appearance
Glamour
Keeping Up with the Jones
Right Neighbourhood
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OUTER DIRECTED
Independence
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Prospector Orientations

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

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INNER DIRECTED
Confident
Quality
Value
Knowledge
Information
Discerning
Contacts
Individuality
People-Focused
Risk Takers
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INNER DIRECTED
Inter-dependence
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Pioneer Orientations

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

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Same Behaviour, Different Reasons
Im eating less these days because

• Sustenance Driven...food is getting so expensive
• Outer Directed...I want to wear a bikini on
  holiday
• Inner DirectedI feel so much better for it

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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.
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A MAP OF SOCIAL ATTITUDES
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Inner Directed
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Outer Directed
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Sustenance Driven
Sustenance Driven (Settler)
Outer Directed (Prospector)
Inner Directed (Pioneer)
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Sustenance Driven
African Hegemony
Islamic Hegemony
Soviet Hegemony
American Hegemony
Outer Directed
Latin Hegemony
British Hegemony
European Hegemony
Inner Directed