BBDO Study on modern "rituals"

From Advertising Age comes a really interesting summary of a BBDO study about modern day rituals. The idea is that most people's days involve activities in 5 major groupings - "Preparing for Battle", "Feasting", "Sexing Up", "Returning to Camp", "Protecting Yourself for the Future" - and that marketers that understand how to position their products within these categories will better connect with consumers. I'm used to working with audience segments, identifying unique needs for each seperate group. This is a nice way to look at broader needs that are shared by everyone.