Cultureography – an innovative dimension of American diversity
As a marketing and social research consultant and veteran of Yankelovich Research, I developed a systemic model for dimensionalizing the decisional ecosystems of individuals and groups. TiMM™ (The index of what matters Most) is a quantitative and qualitative methodology involving a 20-30- minute survey instrument that uses intensity metrics to quantify the micro-values systems, lexicons, and change vectors that make up the holistic context that defines how people decide what they decide and why they value what they value. The methodology measures not merely the distribution of responses but also the intensity of responses down to the individual level on a 21-point scale. The more systemic and holistic your understanding of a target audience the more likely it is that you will be able to succeed in communications for effect against that target audience.
Having acquired data on more than 30,000 respondents to a combination of client marketing surveys using the same cultureographic methodology gave me a chance to analyze the aggregate in depth for differentiations and commonalities in decisioning and valuing. That, in turn led to the “first-cut” insights that there are three primal decisional modalities: In the US, the distribution of those segments is – Intrinsically Active (44%), Intrinsically Inactive (46%), and Intrinsically Reactive (10%). The modalities are likely to exist in other populations but equally likely to manifest as different distribution in each.
The data was rich enough to dig deeper and sub-segment the primal modalities into actionable populations.
Intrinsically Active sub-segments:
Advocates, who have an axe to grind… and are willing to use it.
Sophisticates, who have no trouble holding diametrically opposed positions.
Mechanists, who create their own reality to the benefit of themselves and others.
Conventionals, who tend to follow rules and resent non-rule-followers.
Intrinsically Inactive sub-segments:
Caretakers, who take no interest in most things and feel powerless anyway.
Indulgents, who devote all energy and passion to one overriding interest.
Students, who study much and act little.
Intrinsically Reactive sub-segments:
Gradualists, who only act when cognitive dissonance forces their hand.
