The seven mindsets that influence shopper behaviour

Chris Cooper

This article shows how demographics become a far less reliable tool for marketers and introduces seven new mindsets that far better describe consumers' behaviour.

The seven mindsets that influence shopper behaviour

Chris Coopersmp

The decline of demographics as a reliable tool for marketers calls for a new framework to describe the fundamental reasons behind people's choices. Chris Cooper of smp explains how understanding different mindsets can more precisely fine-tune marketers' knowledge of their shopper base and help them communicate in ways that complement shopper behaviour.

Demographics are traditionally used to understand the things that unite us, whether that's experiences unique to each generation or the habits that define different social classes. For marketers, they provide pillars to help structure how they approach and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands