Forever Jung. Identifying consumer archetypes to help guide communications strategy

This paper presents a new approach to consumer segmentation, in which the aim is to reveal archetypes rather than segments per se.

Forever Jung

Identifying Consumer Archetypes to Help Guide Communications Strategy

Leigh Morris and Raimund SchmolzeInternational Market Research Team, T-Mobile International, United Kingdom

Giles HedgerJ. Walter Thompson Company Ltd., United Kingdom

INTRODUCTION

Within this paper the authors argue that traditional forms of segmentation may be limited by the failure of the identified segments to differ significantly on important “profiling” variables. A segment may have an intuitively appealing attitudinal profile, but may be poorly defined with respect to (for instance. gender, social class, or category expenditure. Such dimensions are used to “get a feel” for what the segment...

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