future scenarios
CONSUMER MINDSET MAPS
kjaer-global works with two contrasting MINDSET prototypes: the Me-people and the We- people. These are demonstrated in our holistic segmentation model.
The Gatherers - WE-people and the Hunters - ME-people
On the right we have the Me-oriented individuals focusing on life according to them-selves. On the left we find the We-oriented individuals focusing on collective values relating to the group.
Based on indicators such as behavior, preferences and socio-economic status, our research shows that consumers lean towards either the Rational or Emotional values.
We describe the lower half of the circle as RATIONAL:
Rational here means quantitative and factual – this customer mainly focus on:
“How does this product function?”
In the top half of the circle we find the EMOTIONAL:
Emotional means Softer and qualitative – this customer focuses on:
“How does this product feel?”
The Mindset Map illustrates 4 consumer prototypes
We then have the basis for generating four consumer prototypes:
The rational Me-oriented type (lower right quadrant):
- Rational Hunters
- Rational Gatherers
- Emotional Gatherers
- Emotional Hunters
The above Mindset Map illustrates four key consumer types. However within each universe there might be crossover types or other variations of mindsets depending on age, geography, income and other demographic and lifestyle indicators.
The above four consumer mindset types observed are derived from the Society Trends extracted from the Trend Atlas. These trends are distributed appropriately into the Mindset Map quadrants to create a profile reflecting the four prototypes overall value sets. The links between these are typically mapped out in a Trend and Lifestyle Navigator.
