More About RISC

RISC provides a vision of the forces at work in society and how they relate to consumer attitudes and behavior. RISC is constructed from annual national probability samples of 2,000 to 3,000 people, regional and local surveys, focus groups, and behavioral studies. What makes RISC unique is that the research can be used to identify:

• Ten “territories” or unique consumer profiles in order to target a specific book reading audience (fig. 1)
• What seemingly disparate book reading markets have in common in order to cast as broad a sales and marketing net as possible
• Group affinities, by viewing “quadrants” that spot what like book audiences have in common relative to design and content preferences

Based on these studies the respondents are statistically projected into a two-dimensional space according to two-principle axis (fig. 2). The first axis, which points north to south, defines the greatest variance between respondents; their acceptance of change (Exploration) or their resistance to change (Stability).

The second axis, which points east to west, defines the second greatest variance among respondents; whether they possess a pleasure and/or individualistic orientation (Pleasure) or whether they are more ethical and community-oriented (Ethics).

The application of the North/South and East/West axis creates four book buyer “quadrants” (fig. 2):

Loyalists [lower left] favor community, and status quo. They value rules, authority figures, routine, and stability. They prefer subdued images, simple designs with natural colors, and a straight forward message.

Inclusives [upper left] favor community, but also change and progress. They are interested in diversity, health and well-being, ecology, cultural experiences and style. Inclusives favor bright colors, bold fonts, optimistic images, and prefer a sense of order.

Pioneers [upper right] favor individualism, achievement and progress. They are the early adopters of just virtually everything. They love to test, experiment, and to take risks. Pioneers prefer intense images, highly stylized designs, innuendo, the exotic, the unique and symbolism.

Individualists [lower right] are motivated by self-expression, fun, rewards, status and the status quo. They prefer easily digestible entertainment, mockery, and non-conformity. Individualists enjoy images of people having fun, images that are free-form or unique and images of materialism and/or consumption.