
It's hard to be a rugged individualist in the investing world. So much is predicated on media hype and momentum investing. It turns out that best results are typically produced by investors that are careful and confident. One way to view this is via the BB&K Model:
Source: Bailard, Biehl & Kaiser
These researchers judged investors on two attributes, method of action (careful or impetuous) and level of confidence (confident or anxious). The result was a framework that divided investors into 5 classes of people:

- Individualist: careful, confident and often takes a do-it-yourself approach
- Adventurer: volatile, entrepreneurial and strong-willed
- Celebrity: follower of the latest investment fad
- Guardian: highly risk averse and wealth preserver
- Straight arrow: shares the characteristics of all the above equally