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...