Social Value Groups Scale - Year 11 GCSE

Based on Maslow's Heirarchy of needs (see earlier post), this scale identifies social groups that exist in the UK - these groups form useful consumer groups for advertisers to target, alongside the NRS groups.

insight social value groups (uk)

The insight Value Group Ltd carried out a vast study of UK social values and change, and upon its findings established this social value scale. It draws heavily from Maslow's Hierarchy of Needs. This is the Insight Value Group scale, which claims to be an accurate representation of the groups that exist in the UK today.

social value group characteristics

self actualisers

focused on people and relationships, individualistic and creative, enthusiastically exploring change, 'in a framework of non-prescriptive consideration for others'

innovators

self-confident risk-takers, seeking new and different things, setting their own targets to achieve

esteem seekers

acquisitive and materialistic, aspiring to what they see are symbols of success, including things and experiences

strivers

attaching importance to image and status, as a means of enabling acceptance by their peer group, at the same time holding onto traditional values

contented conformers

wanting to be 'normal', so follow the herd, accepting of their circumstances, they are contented and comfortable in the security of their own making

traditionalists

averse to risk, guided by traditional behaviours and values, quiet and reserved, hanging back and blending in with the crowd

disconnected

detached and resentful, embittered and apathetic, tending to live in the 'ever-present now'

It is unlikely that advertisers will specifically target the disconnected group, who don't show much interest in...well, anything, but all the other groups should be identifable in the target audiences for the adverts you are studying. Being able to talk about the insight Scale will boost your chances of getting good grades in the advertising exam.