PT  - JOURNAL ARTICLE
AU  - Leigh Morris
AU  - Raimund Schmolze
TI  - Consumer Archetypes: A New Approach to Developing Consumer Understanding Frameworks
AID  - 10.2501/S0021849906060284
DP  - 2006 Sep 01
TA  - Journal of Advertising Research
PG  - 289--300
VI  - 46
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/46/3/289.short
4100  - http://www.journalofadvertisingresearch.com/content/46/3/289.full
SO  - J Advert Res2006 Sep 01; 46
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.