The following is a very high-level example of each of the 12 consumer types.

See how knowing your consumers with AudienceZen can benefit your business.

Pioneer icon

Pioneer

A pioneer values innovation and early adoption of the latest technologies and ideas. They are generally of moderate to high income and educated at a high level in their field of interest. As a group they are very open to new experiences and are only loyal to brands that consistently remain at the leading edge of innovation. They will quickly move away from conservative or ‘safe’ choices.

Individualist icon

Individualist

An individualist views creativity and difference in their consumption choices as the primary mechanism for determining their self-identity. They are early adopters on the diffusion curve, preferring to use products and services not accepted by the status quo. As companies and brands mature on the diffusion curve, individualists will often see this as a challenge to their individualism and identity and move to other brand choices.

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Analytical

An analytical consumer approaches all decision-making in a rational and purposeful manner. The predominant value driving their consumption is the utility or benefit derived from consumption.

Analytical consumers are not concerned with social aspects of their consumption decisions. They prefer to adopt products that offer high performance and reliability. They are not overly concerned with brand loyalty, being a solutions-driven group.

Intellectual icon

Intellectual

An intellectual consumer approaches all decision-making in a rational and progressive manner. The predominant value driving their consumption is the utility derived from consumption or satisfying their curiosity. Intellectual consumers are not concerned with social aspects of their consumption decisions. They sit within the majority on the diffusion curve, preferring to purchase products that offer utility, proven reliability and a good overall ‘cost/benefit’. They are not overly concerned with brand loyalty, being a solutions-driven group.

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Conformist

The conformist is primarily concerned with adhering to mainstream values and beliefs. The predominant focus of their consumption is fulfilling their primary need through widely accepted and proven channels.

Conformist consumers are concerned with the social aspects of their consumption decisions, aiming to maintain societal norms and the status quo. They prefer to make choices that offer utility, reliability and are generally accepted as the ‘proven choice’. They demonstrate strong brand loyalty and are slow to adopt emerging offerings.

Traditionalist icon

Traditionalist

The traditionalist consumer is primarily concerned with adhering to their personally defined status quo. The predominant focus of their consumption is fulfilling their primary need through established and reliable channels known to them.

Traditionalist consumers are not overly concerned with the social views of their consumption decisions, aiming instead to maintain familiarity for their own benefit. They sit within the late majority on the diffusion curve, preferring to make choices they have used for most of their lives. They demonstrate strong brand loyalty and rarely adopt emerging offerings.

Affluential icon

Affluential

The affluential consumer is primarily concerned with self-gratification as a demonstration of their financial success. The predominant focus of their consumption choices centre on brand prestige, product luxury and features. They consume to look good to others and feel good themselves in equal parts.

Affluential consumers are concerned with the social status of their consumption decisions as that fulfils one of their primary needs, but they are equally concerned with quality, service standards and features associated with their choices. They sit within the early majority on the diffusion curve, preferring choices that offer them modern comforts, but still prefer known and reliable options.

Aspirant Icon

Aspirant

The aspirant consumer is primarily concerned with self-gratification as a mechanism to reassure themselves of their worth in society. The predominant focus of their consumption choices centre on brand prestige and cost. Aspirant consumers are concerned primarily with getting ‘what they want’, they are not overly concerned with the broader social views of their consumption aside from those they are seeking to impress.

They sit within the early majority on the diffusion curve, preferring choices that offer them prestige within their means. They are highly brand conscious, but not overly brand loyal.

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Conspicuous

The conspicuous consumer is primarily concerned with signifying their social standing through their consumption. The predominant focus of their consumption choices centre on brand prestige and exclusivity relative to their peers. They consume to look good to others; the better they perceive themselves the more pleasure they derive.

Conspicuous consumers are relatively scattered across the diffusion curve, seeking out prestige in their choices which can be conveyed through many aspects ranging from innovation to establishment. They are highly brand conscious but will only remain loyal while brands convey prestige.

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Protectionist

The protectionist consumer is primarily concerned with resisting change or challenges to their personally defined ideals. The predominant focus of their consumption is to protect what they view as the ideal state for society. While concerned with the broader societal implications of their decisions, they are often directed in their behaviour due to their resistance to change with society.

They often believe that their decisions are serving a higher purpose for society, even though they are aware the majority does not view them that way. They sit within the laggard group on the diffusion curve, preferring choices they have used for most of their lives. They demonstrate dogmatic brand loyalty and rarely adopt emerging offerings.

Eccentric icon

Eccentric

An eccentric views creativity and difference in their consumption choices as essential to their self-identity and as a mechanism of rebellion from perceived societal norms. The predominant value driving their consumption is self-awareness through rebellion.

As a group, eccentrics seek out brands that are not accepted by wider society and complement their niche. They are scattered across the diffusion curve depending on their chosen interest. They will remain loyal to brands that reinforce their self-identity but will quickly move away from a brand that becomes more ‘mainstream’.

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Subsistent

The subsistent consumer is concerned only with meeting their basic needs of survival. Due to their limited resource base, they have no future focus to their consumption. They do not consider the wider societal implications of their actions.

They sit within the laggard group on the diffusion curve, preferring choices they have used for most of their lives. They are highly price sensitive and have limited brand loyalty beyond the lowest cost option to fulfil their needs.

How knowing consumer types can transform your business

Here's how you can practically apply this form of segmentation to improve your marketing.

Emma

Meet Emma.

Emma has shown interest in your brand's product offer but is yet to purchase. She's received all your emails but for some reason your marketing communications aren't resonating with her.

So, what's wrong? Your emails are formatted well, concise, feature enticing discounts and contain high-quality, professional studio photography. Great, right?

Not for Emma.

Through our unique, AI-driven customer insights, Emma has been identified as part of the ‘affluential’ typology.

When it comes to decision-making, Affluentials are most concerned with self-gratification to demonstrate financial success. Their consumption is primarily driven by brand prestige, product features and luxury consumer items.

They are highly brand conscious but not overly brand loyal and are receptive to advertising which allows them to imagine how the product will make them feel.

AudienceZen would recommend that you format your marketing communications to Emma in the following manner.

DO:

  • Emphasise the personal desirability of the offer
  • Include imagery that involves the product in use in a realistic setting

DO NOT:

  • Display the price
  • Emphasise that the brand or product is widely accepted by the mass market
  • Offer a discount
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