k has to pay well SO that they can maintain their high level of consumption, leisure and travelling. End-User Needs and Demands Materialists are anything but serious. Their leisure time is dedicated to pure entertain- ment: watching TV is their main activity and they like parties. If reading, let it be a cartoon strip, if going to the cinema make it funny, full of action, in a word, entertaining. Materialists prefer to watch films, including movies with adult themes and all kinds series - detective, family, comedy, action. They also show interest for musicals, variety programmes and shows for young people. Another way to keep an eye on a screen is to play video games. Of course, if there is a possibility to make easy money while having fun, why not? Materialists like gambling. The favourite activity is shopping. For Materialists, shopping is a real leisure activity: they think that it is fun and they like to see the new products on the market. They are compulsive, and at the same time smart buyers, who often find what they want at the lowest price. The image is a travel agency ad that promotes last-minute bookings by offering two advantages: good value for money and the possibility to improvise a trip at the last moment. People sometimes ask what the differences are between Materialists and Achievers. Chiefly, Materialists are more pleasure seekers, who are attracted to fun and amusement. They like to get the most out of their immediate environment and be associated with trendy products that promote appearance and convey fashion. Materialists tend to have a limited selection of in-depth relationships. In contrast, Achievers strive for efficiency and are more interested in success factors. As a result, they are attracted by symbols and relationships that might increase their chances for success. For example, Achievers tend to have a broader network of acquaintances, but perhaps less close relationships. A key difference between Materialists and Achievers are the resources they use to make decisions. Materialists t