cting in their immediate surroundings, they do not have to interact much with the unfamiliar or unknown. Their habits are respected and they have more chances to avoid surprises. An established routine helps maintain the illusion of safety. Familiarity is a main asset for this segment. Keywords for Traditionalists are Known surroundings Quiet life Security Roots and tradition Conformity Increasing the Granularity by Means of Life-Stage Parameters The matrix shown in Figure 2.6 outlines the effect of combining the life-stage dimension and the value/attitude dimension in the Take Five Model. The output is the Take Five life stage providing us with nine distinct segments: Pioneers - Youth Pioneers - Middle-age Materialists - Youth Materialists - Middle-age Sociables - Young/middle-age Sociables - Basic educated/older educated Achievers - Young/middle-age Achievers - Basic educated/older educated Traditionalists End-User Needs and Demands The Matrix- two different dimensions The life-stage dimension Adulthood Managers/ Basic Self- Others educated employed working workers or Youth (educated) (educated) non-working Seniors Pioneers Materialists value/ attitude Achievers dimension Sociables Traditionalists Figure 2.6 The life stage-value/attitude matrix Exploration 'It's new, it's advanced, it's fun and it's the future - I want it' 'I've given this some thought 'It's new, it's fascinating, it's fun and it will be a useful way to and it looks good - I want one too' improve my quality of life - I know what I want' Lasting Instant benefits gratification 'It's seems to be reliable, easy to use, it makes life more 'It's impressive, helps me in my safe and it's highly recommended everyday life and it looks like a - I'll buy one too' good deal for me' Stability Figure 2.7 The overall human segmentation of the Take Five model Positioning the Nine Segments into the Map See Figure 2.7. Together with the description of the monitor axis, the value/attitude dimen- sion and the life-stage dimension, and the location of segments into 