Forever Jung. Identifying consumer archetypes to help guide communications strategy

Raimund Schmolze, Giles Hedger and Leigh Morris

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...

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