I spend my time improving the appearance of my home.
I enjoy keeping up with current trends in home decorating.

This attribute shines a light on those who care about looking their best to peers and aspirational/reference groups. They see the way they dress and the appearance of their home to be a reflection on who they are. For some things they may set a tight budget, but when it comes to rejuvenating their social image they often spend more than they intended.

They try to keep up with current trends, so are constantly redecorating and changing their home's appearance. Experimenting with different styles and images, they explore and monitor other people's conscious and unconscious reactions, verbal and non-verbal, because they crave feedback and affirmation. This is the social game that they love and hate. They enjoy learning about the latest fashions and talking about emerging trends.

These individuals also need and enjoy a rich backstage life, where they feel free to be themselves, without the obligation to put on a show. They may have a great wardrobe and a wonderful show home, but they want to have fun when they are away from prying eyes.

For example, sex is an important part of their lives. In fact, the quality of their intimate, private lives would be seen as a reward for all the time that they have invested in looking good. As well as being a pleasurable activity, the need for social display may also be seen as an instinctive need to attract the fittest mate!

Measuring themselves against others' opinions is their benchmark for comparison in their own community and personal network, where they want to be admired by their friends and neighbours, but not to be too different. They identify strongly with the people where they live, but they may not be loyal.

Significantly more skilled manual workers (C2 social classification) espouse this attribute, which drives their needs to move away from lower income neighbourhoods. They believe that they would have the courage to spend, spend, spend if they had a windfall, i.e. not playing it safe and putting it into some savings plan. They have a dream and they would love to buy it!

With lives full of energy and intensity, Showhome espousers are always trying to resolve the creative tension between the present realities and future aspirations; between their private and public faces; and between their need to conform and their dream to express themselves. Out of this creative tension springs the will to satisfy the demands of this attribute.


Using Showhome

Demographic Skews:

1) Over-indexed: Slightly female, 22-34, mid-market.

2) Under-indexed: Slightly male, 65+, down-market.

Showhome espousers also espouse other Attributes. The top five most highly correlated Attributes of Showhome espousers are, in order of the strength of relationship:

1) Looking good
2) Local
3) Sexual
4 Free
5 Overspend.

In total those who espouse Showhome also over-index significantly on 19 other Attributes.

If "Showhome" (or the associated attributes) are important to you and you would like to delve more deeply, contact us at