C ULTURAL D YNAMICS
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Transcript of C ULTURAL D YNAMICS
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CULTURAL DYNAMICS
The Maslow Groups StorySegmented Human Based Communications
Background, Methods and Tools
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WHAT ARE MASLOW GROUPS?
They’re all about PEOPLECULTURAL DYNAMICS
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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
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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.
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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.
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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
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SUSTENANCE DRIVEN
Security
Family
Price
Local
Escapist
Solidarity
Community
Thrifty
Roots
Comfort
Fearful
CULTURAL DYNAMICS
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SUSTENANCE DRIVEN
Dependence
CULTURAL DYNAMICS
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CULTURAL DYNAMICS
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
Jet Setting
Wealth
Appearance
Keeping Up with the Jones’ Right Neighbourhood
Glamour
Position
Importance
CULTURAL DYNAMICS
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Independence
OUTER DIRECTED
CULTURAL DYNAMICS
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CULTURAL DYNAMICS
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
Value
Knowledge
Discerning
Quality
Information
Contacts
People-Focused
Risk Takers
Individuality
CULTURAL DYNAMICS
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INNER DIRECTED
Inter-dependence
CULTURAL DYNAMICS
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CULTURAL DYNAMICS
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
• 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
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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.
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
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Innovators Early Adopters Mature
Inner Directed Outer Directed Sustenance Driven
TIME
PE
NE
TR
AT
ION
CULTURAL DYNAMICS
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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
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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
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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
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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
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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