nd 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 lead a multitasked existence - life is too short to do only one thing at a time. They are also perfectly in line with the latest trends in society. They enjoy cutting-edge technologies and use them in the most creative ways imaginable. 'It's new, it's advanced, it's fun and it's the future, I want it.' Pioneers are challenge-seekers, devoted to pleasure and they often feel at ease in creative and dynamic settings. Due to their strong sense of individualism, they want flexibility in life, in relations as well as at work. Pioneers are very active and interested in new experiences, both intellectually and physically. Since they often are too restless to tie themselves up with just one thing, they have probably tried a wide variety of leisure activities and hobbies. They like everything that is fun and enhances the quality of life, like surfing the Internet, spending time with friends, practising sports, going out to restaurants, theatres, art exhibitions, dancing etc. Consumption habits: Enjoy looking at advertising Like innovative design and products Aware of a brand's history, values and innovation capabilities Look for unique objects and/or unique usage context Willing to purchase a new 