Minerva Model Test

The Minerva Model is a lifestyle segmentation tool that helps us understand how people's values, worldviews, and preferences shape their choices and behavior. Originally developed in Denmark in the 1980s by sociologist Henrik Dahl, the model has become a well-known framework in both academic and commercial contexts. It’s frequently used in political strategy, market research, and media planning to better understand how different groups within a society think and live.

What sets the Minerva Model apart from traditional demographic approaches is its focus on values rather than income, age, or education. Two people might have the same education level or income bracket, yet lead entirely different lives because of their personal outlook, cultural background, or moral beliefs. The Minerva Model aims to make these differences visible and understandable by placing people into segments based on their values and cultural orientation.

The model is built around two key axes: one that ranges from traditional to modern values and another that moves from a materialist to an idealist mindset. These two dimensions create a grid with four lifestyle segments, often represented by colors: Blue, Green, Purple, and Rose.

Blue represents traditional and materialist values. People in this group tend to value hard work, order, and responsibility. They are often loyal to institutions and appreciate structure, stability, and practical solutions.

Green combines traditional and idealist values. This group may be driven by ethical or spiritual commitments, a strong sense of community, or care for the environment. They often emphasize moral responsibility and cultural heritage.

Rose represents modern and idealist values. This segment includes people who value creativity, cultural expression, education, and progressive causes. They are generally open to change, engaged in social issues, and drawn to experiences over possessions.

Purple stands for modern and materialist values. Members of this group are often ambitious, entrepreneurial, and future-oriented. They tend to embrace consumption, innovation, and personal success, with less focus on tradition or ideology.

It’s important to note that no segmentation model can capture every individual perfectly. Most people will show traits from more than one group, and lifestyles can shift over time. The Minerva Model isn’t about boxing people in—it’s about offering a framework to better understand the social and cultural landscape we live in.

By taking this test, you'll get a glimpse into which value segment you align with most. Whether you find yourself in the Blue, Green, Purple, or Rose quadrant, the result can help you reflect on how your values shape your perspective — from the media you consume to the choices you make every day.