 products. They approach novelty by looking at the potential needs and benefits they feel will be gained from such products. As a result, their purchases reflect a drive towards value for money, but once they have made their decision, they can be very loyal to the brand they select. Technology is regarded a means for comfort. Sociables demand a high level of quality in a product. Traditionalists Traditionalists are what we call 'late followers'. When it comes to technology it means that they buy new products or concepts only when they have become a natural part of people's everyday life. When they decide to buy a product they are often aiming for quality, because once they have bought something they often want to keep it for quite a long while. The exchange rate for technical products among Traditionalists is quite slow. Traditionalists often feel most comfortable in their close surroundings and their country often marks the limits of the world they use as a reference. Traditionalists are very attached to 'their' neighbourhood, where they feel at ease with the familiarity that it offers them. For the Traditionalist their own culture and national habits are often seen as the best. By acting in their immediate surroundings, they do not have to interact much with the unfamiliar or unknown. Their habits are respected and they have more chances to avoid surprises. An established routine helps maintain the illusion of safety. Familiarity is a main asset for this segment. Keywords for Traditionalists are Known surroundings Quiet life Security Roots and tradition Conformity Increasing the Granularity by Means of Life-Stage Parameters The matrix shown in Figure 2.6 outlines the effect of combining the life-stage dimension and the value/attitude dimension in the Take Five Model. The output is the Take Five life stage providing us with nine distinct segments: Pioneers - Youth Pioneers - Middle-age Materialists - Youth Materialists - Middle-age Sociables - Young/middle-age Sociables - Basic educated/older educated Achievers 