Maslow's Hierarchy Of Needs

Dr Maslow invented the hierarchy of needs based on his research into humans. This research was taken by Young and Rubicam who then designed a research tool in order to find out where people would be placed within the hierarchy.

Young and Rubicam did this by asking what brands people bought and how they felt about them, this system created a way of understanding the underlying appeal of those brands. This system accepted that people from different counties would be influenced by their cultural backgrounds, and so the effect of those backgrounds was removed. 

I was then named the 'Cross Cultural Consumer Characterisation' - the 4C's for short. 

The 4C's divide people into 7 different types depending on their aims. 

These 7 types and their aims are:

• The Explorer - discovery 
• The Aspirer - status  
• The Succeeder - control 
• The Reformer - enlightenment  
• The Mainstream - security 
• The Struggler - escape  
• The Resigned - survive