RT Journal Article
SR Electronic
T1 Consumer Archetypes: A New Approach to Developing Consumer Understanding Frameworks
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 289
OP 300
DO 10.2501/S0021849906060284
VO 46
IS 3
A1 Leigh Morris
A1 Raimund Schmolze
YR 2006
UL http://www.journalofadvertisingresearch.com/content/46/3/289.abstract
AB 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). We argue that these frameworks for consumer understanding are often flawed: they present bland groups with pen portraits that misrepresent the diversity present within each segment. They may also fail to present clear business targets for different departments within a company. Within this article we borrow Jungian terminology to discuss consumer archetypes—specific individuals who capture and express the richness and diversity of a given target segment. With reference to an empirical case study, we demonstrated a technique for identifying consumer archetypes and present some example output of this approach.