ocal associations like a local theatre group for example. Sociables do not strive for 'having fun' as a Pioneer or Materialist would do. The Sociables often associate 'having fun' with shallow leisure. The Sociable can find leisure in reading a good book, going to the public spa or spending some quality time with the family, which for the Sociable is something more precious than just 'having fun'. 'I think it's important to disconnect every now and then, I just love pottering around in the garden or reading a good book, for example'. Understanding Changing Telecommunications - Building a Successful Telecom Business Sociables are resistant to impulsive or status-oriented consumption. They tend to prefer product brands with ethical values. Sociables are highly rational consumers who expect ease of use and attractive design, even in new 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 a