o use their talents as explorers. Innovation makes Pioneers feel in contact with the future. For them change is good. Unforeseen events or complex situations do not confuse them. Achievers Achievers are rational people, who like to see their world as a well-functioning machine. They are also status seeking and status to an Achiever means having the 'right' job and affording to buy all the products and brands they regard as status markers. They want to live a life in luxury and make sure that other people notice it. Achievers are not the kind of people to bother with petty details and often go straight to what is important. They trust themselves and are often confident in their judgements. They privilege productivity over creativity. Showing-off, 'getting there', status seeking, having power, having money are typical features. Achievers don't read much, but they sometimes have a look at car or men's fash- ion magazines. They are searching for products and services that stress convenience. They will pay for quality product categories that convey the idea of success and act as status markers. Materialists The world of the pleasure and opportunity-seeking Materialist is a world of amusement and leisure combined with moments of hard work to get wherever he or she wants. The looks and acts are very important to the Materialist because they are symbols of their rank and status. The clothing, manifested by choosing the right brands and labels, becomes the uniform that announces their position as members of the club. Having fun, spending time with friends and taking care of the body are essential hobbies within the segment. But don't let the leisure and pleasure seeking fool you, the Materialist is also very ambitious when it comes to getting ahead in working life and to reach the position they want. Nevertheless, they might not always be the ones who are aiming at the highest posts in society, but might well be satisfied with something less 'glorifying' but that still is important enough for them. And of course their wor