or 'map' model People near the Stability end are characterized by: Present situation more acceptable than what may come tomorrow Clear opinion of how things should work, not very flexible to change Seek comfort and security Follow routines More sceptical towards new technology, which they find scary User friendliness, transparency and late adoption of new technology Loyal to brands perceived as reliable, stable and traditional Lasting Benefits VS. Instant Gratification is the second dimension, and has to do with the relationship between one self and others. People near the Lasting Benefits end are characterized by: Strong concerns for others/the world Strong sense of morals Equality for everybody Not impulsive buyers Have high expectations: of people, brands/products, want quality New technology is only accepted if it gives them a truly rational benefit Often more work oriented in their adoption of new technology Brand loyal if satisfied with the products and if the brand stands for the right thing End-User Needs and Demands People near the Instant Gratification end are characterized by: Me-oriented, strong individual desires Strong appetite for pleasure Live for the moment Spontaneous and impulsive consumption Mobility, technology and communication means to enjoy life Want new technology to give them immediate satisfaction and enjoyment Brand loyal if it serves their purpose Want personalized products and services The value/attitude segments described in the Take Five model are also necessarily general. An individual certainly has features from more than one segment with a certain profile, but by taking the most prominent features it is possible to 'label' individuals into just a few classes. Thus five characteristic groups have been identified. They are: 1. Pioneers 2. Achievers 3. Materialists 4. Sociables 5. Traditionalists Pioneers The world of the Pioneers is a world of action and motion: to imagine is to do. Therefore they are a very interesting target group for the marketing of new services. The pioneers 