Consumer Archetypes: A New Approach to Developing Consumer Understanding Frameworks

The majority of large companies have in place consumer segmentations that identify “discrete” groups against which to target different business activities (e.g., new-product development).

Consumer Archetypes: A New Approach to Developing Consumer Understanding Frameworks

Leigh MorrisBonamy Finch Marketing Services Ltd.Raimund SchmolzeT-Mobile International

INTRODUCTION

Within this article we argue that traditional forms of segmentation may...