ASPIRING (10%)

Aspiring are almost equally split between men and women, they are likely not to be married, to have mid-high education and mid-high income.

Aspiring live apparently a quite equilibrated life. They are loyal, ambitious and hard-working persons, features that brought them a stable and cosy position after some years of working with the same employer. They are quite happy with their job and dream to further promote in this job, or even to setup their own business.

Although their time is limited, Aspiring do not ignore their private life. You might find them socializing with their friends, exercising to improve their appearance, going to a movie or taking lessons.

They appreciate stability and don't like to travel or move from a place to other.

In their intimate thoughts, however, they dream themselves as a famous or very important person. There is only a small problem: there are so many ways of being an important person, that it is really difficult to decide what would they like to be. As a matter of fact, their whole system of values is inflated and contradictory: they like to be creative and in the same time organized, they want all the best for the family and still focus on themselves, want stability and in the same time adventure, etc.

Aspiring are heavy consumers of media, no matter the media channel: TV, radio, newspapers an magazines.

They are contended with their life overall and expect to experience significant improvement in the future. They are calm and happy about their present life while being confident about the future.