Years ago I was exposed to a psychographic segmentation model developed by Dr. John Cragan, at that time a Professor of Communications at Illinois St. University. By the time my colleagues and I became involved with Dr. Cragan and his model, it had be tested and applied in a number of B2B categories. Most importantly, the tests and applications validated that the approach was, in fact, purchase behavior predictive. That was important because the most recognized segmentation model of those times, VALS, developed by Stanford Research Institute, was lifestyle focused and with no direct correlation to buying styles. The same was true of Young & Rubicam’s Cross Cultural Consumer Characterizations model for global application. But Cragan was different.
Dr. Cragan posited and proved that there were essentially three different buying styles (although there could be also be permutations, with one style being primary and another having some degree of complementary influence). Those three buying styles were: (more…)