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Consumer Archetypes: A New Approach to Developing Consumer Understanding Frameworks

Leigh Morris, Raimund Schmolze
DOI: 10.2501/S0021849906060284 Published 1 September 2006
Leigh Morris
Bonamy Finch Marketing Services Ltd.,
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  • For correspondence: l.morris@bonamyfinch.com
Raimund Schmolze
T-Mobile International,
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  • For correspondence: raimund.schmolze@t-mobile.net
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ABSTRACT

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.

  • © Copyright 2006 The ARF. All rights reserved.

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Vol 46 Issue 3

Journal of Advertising Research: 46 (3)
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Consumer Archetypes: A New Approach to Developing Consumer Understanding Frameworks
Leigh Morris, Raimund Schmolze
Journal of Advertising Research Sep 2006, 46 (3) 289-300; DOI: 10.2501/S0021849906060284

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Consumer Archetypes: A New Approach to Developing Consumer Understanding Frameworks
Leigh Morris, Raimund Schmolze
Journal of Advertising Research Sep 2006, 46 (3) 289-300; DOI: 10.2501/S0021849906060284
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