end to be intuitive individuals who trust their feelings. Achievers are more rational individuals who justify their actions using logical reasoning. Materialists prefer to feel close to the products they use and the activities they choose to undertake, and therefore may take a longer term, more independent outlook on the nature of their involvement in a given activity. In contrast, Achievers are more interested in benefiting from a series of short-term gains, and they are more apt to take risks based on their situation at a given moment. Sociables The world of the Sociable is a sophisticated world. Sociables have strong inner values and beliefs and can often set their own desires aside in order to do something that is good for society. Many Sociables feel a strong responsibility towards the environment. Sociables are interested in learning new things and to discover new cultures. They like travelling, not only abroad but also within their own country, in order to find the small and refined treasures within their own culture. They have many cultural interests and appreciate cultivated things like going to the theatre, opera or to art exhibitions. You can also find Sociables active in local 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