Consumer Archetypes: A New Approach to Developing Consumer Understanding Frameworks

Leigh Morris and Raimund Schmolze

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...

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