The researchers found four basic psychographic profiles: Winners, Winners with Heart, Traditionalists and Cultural Creatives.The "Winners" tended to go for the glitziest homes. The "Winners with Heart" were a group of status-conscious people with a spiritual side. There were the religiously oriented "Traditionalists," who, it was assumed, would prefer the more classic architecture there, and more family-oriented activities, such as the annual Easter egg hunt. On the other hand, the "Cultural Creatives" tended to be more liberal-minded, environmentally oriented and "less into conspicuous consumption."
Interestingly, there is doubt that it's working as planned. There's an interview with one buyer of the supposedly "Culturally Creative" homes in the Terramor development. "(he) doesn't consider himself culturally creative. He said a neighbor turned his so-called culture room into a TV room with a 50-inch flat panel, and others in the environmentally oriented village have installed big swimming pools and $100,000 landscaping". One neighbor even has a Hummer.