Navigate The Cost of Living Crisis By Understanding Your Customer Values

For over 20 years Aviatrix has been working with Cultural Dynamics to gain deeper insights about the human behind the data. The added layer that the Cultural Dynamics values based segmentation model, adds to any research project is the felt sense of what lies underneath the research findings allowing a greater depth of understanding and clarity about customers – why they think the way they do and why their needs are important. The foundation of the model is the Maslow theory of needs.

In summary, pioneers’ (inner directed) needs are aesthetic cognitive and self-actualisation. Prospectors’ (outer-directed) needs are esteem of others and self-esteem. Settlers’ (sustenance-driven) needs are core physiological needs, safety, security and belonging.

The above value-based segmentation allows strategists to understand the cause of the behaviour or attitude that is illuminated by the research providing a springboard to a great strategy.

Trixtalk is Aviatrix’s online research community that we use to collect women’s insights about their experiences of life. We research subjects that are as topical as their willingness to host Ukrainian refugees in their homes to the mundanity of everyday life by describing their experiences of travelling by bus. We have over 80 regular participants within Trixtalk who answer our research questions. Each person has responded to the Cultural Dynamics algorithm so that we can compare and contrast the responses to their personal values to demonstrate the value in the added dimension of values-based segmentation.   

We live in a time where being cancelled for expressing an unpopular opinion within a group can lead to rejection. The insights from the Trixtalk women illuminates the power of having an intimate online community space where people can share their opinions and feel safe not to be judged for saying something that might be perceived as inappropriate or insensitive.

The insights that we have gathered reflect the differences in women’s values and therefore their attitudes around the subjects we have been recently researching. Fundamentally we have far more Pioneers that tend to participate in our discussions than Settlers, displaying that an open discussion works well for those that are not seeking any esteem from others (Prospectors) or sense of belonging (Settlers).

How are women coping with the rise in energy bills?

The energy bill crisis which kicked off the cost-of-living crisis that we are all aware of demonstrates the difference in the values of our community members. Whilst the Settlers feel deflated and worried about the increase in prices the Pioneers are taking a more pro-active attitude and looking at how to combat the impact by reducing their usage or explore alternative methods of lessening the impact.  This highlights an important attribute of Pioneers, that a challenge is perceived as something to move around and adapt in response to, rather than maintaining a position of intransience and being a ‘victim’.

How are women coping with the rise in fuel costs?

During the fuel crisis and rising costs of petrol and diesel, the emphasis on personal values rather than demographics illustrated the difference in the attitudes and behaviours of women. For Prospectors, they expressed the worry of the rise in fuel prices and for Settlers, this was even more exaggerated. However, whilst Pioneers are conscious that they are concerned about the impact of the Russian invasion of Ukraine, they felt grateful that an increase in costs was nowhere near as bad as being in Ukraine.

How honest are the women in Trixtalk?

Back in March when asked if our group of women would be welcoming refugees into their homes, the levels of honesty were palpable. Both Prospectors and Pioneers felt that it would not be possible to offer a room due to a lack of space in their respective homes as well as the understanding that the impact on their lives would be stressful. The enthusiasm for making a financial contribution to the plight of Ukrainian refugees was great but the practical reality of offering a room was too much. Whilst one might want to judge the responses, the hard honest truth of pragmatism expressed in a public group rather than the fantasy of ‘saying rather than doing’ is a reflection of the ‘truth-saying’ that is at the core of Trixtalk and its value to us and our clients.

How is a brand perceived by women when they mistreat their staff?

We explored the impact of how brands treat their staff and the likelihood to buy from brands that mistreat their employees. We saw that whilst Pioneers will try to avoid buying from companies that mistreat their staff their levels of forgiveness and ability to see beyond one incidence was greater than Prospectors. Prospectors were clear that they would absolutely avoid companies that mistreated their staff because it is the right thing to do and there should be a consequence to poor behaviour. The contrast with the Settler values is that price is at the forefront of their decision making and the acknowledgement that they may not be aware of the company’s misdemeanours.

How can this help me during the cost of living crisis?

In the UK the values split is 39% Pioneers, 36% Prospectors and 24% Settlers.  So, whilst the Trixtalk summary provides a window into the world of values it exposes the difference in the marketing messages that need to be communicated to reassure, encourage and trigger behaviour and or a purchase.

The problem with the wrong message is that your customers simply won’t hear it – so if you lead on fear to drive behaviour and your customers are Pioneers they won’t respond but if you were to lead on a new experience that will provide an alternative perspective on life then they might respond.

If you would like to discuss how Aviatrix can help you develop the right messages for your customers at this time, please book a discovery call with helen@aviatrix.co.uk