Core Beliefs - Emotional segmentation

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Marketers have grouped like consumers with like for while, building anything from simple segments based on age, sex, income... to complex segments built on sophisticated cluster analysis to better profile and target consumers. However a book by Peter Burow of Clarke & Burow consulting suggests that segmentation variables are overridden by a persons core beliefs.
After a quick lesson on the amygdala and neo-cortex I was off.
If you think about your decision process when making a purchase... The decision to buy, which brand, what benefits etc. they come from somewhere in the logical (the cognitive part of our brain) and, somewhere emotional. We are unable to purely use the logical part of the brain when making a decision so we fall back onto the emotional however the logical part of the brain actually tries to rationalize our emotions not contradict them. That old saying; The heart wants what the heart wants really is true.
By understanding how someone is going to rationalize their emotions you can better understand their key triggers to purchase. What is the focus of their energy, avoidance, attention? What are their weaknesses, what image are they trying to portray to the world? Core beliefs are:

• Deep seated beliefs a person holds about the world
• Influences everything a person does
• Are developed over time and difficult to change

The 9 core belief profiles are:

• Perfectionists who focus on social integrity
• Givers who strive to satisfy the needs of others
• Achievers want results
• Romantics focuses on that which is aesthetically pleasing and an elite status
• Observers will analyze all and see information as power
• Loyal Skeptics are driven by caution but are incredibly loyal
• Epicures want opportunities and adventure
• Protectors have an all or nothing mentality
• Mediators are passive, avoiding conflict

To find out more visit Clarke & Burow!



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