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Young and Rubicam's 4C's

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The 4C's The 4C's stand for Cross Cultural Consumer Characterisation. This divides people in to 7 separate groups depending on their core motivation.  These 7 groups are: The Explorer These people look for a challenge or a discovery. They always want to be the people that try out new experiences and ideas. They try to look different and alternative from other people. Their core motivation is discovery.  The Aspirer  They are materialistic. They focus more on people's opinions and perceptions of them rather than their own values. They respond to other people's ideas of superficial appearances, personality and fashion etc. They think appearance is more than personality. Their core motivation is status.  The Succeeder  They have self confidence, are very organised and they have a very strong goal. They aspire to be successful and often have an aggressive attitude to life. Their core motivation is control. The Reformer They value their own judge
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Bauer Research

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Bauer Media Group Bauer Media Group  is a European-based media company, headquartered in  Hamburg , Germany, that manages a portfolio of more than 600 magazines, over 400 digital products and 50 radio and TV stations around the world. The portfolio includes print shops, postal, distribution and marketing services. Bauer Media Group has a workforce of approximately 11,000 employees in 17 countries. Bauer Verlagsgruppe has been managed by five generations of the Bauer family. Originally a small printing house in Germany, Bauer Media Group entered the UK with the launch of  Bella  magazine in 1987. Under the name of H Bauer Publishing they became Britain's third largest publisher. Bauer further expanded in the UK with the purchase of  Emap  Consumer Media and  Emap Radio  in 2008.
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