CONSUMER MINDSET MAPS

HIGHLIGHTING OPPORTUNITIES
Kjaer Global’s Mindset Map was developed to provide meaningful insights into how influences from the Trend Atlas can impact people. Linking key trends and assigned values with typologies to facilitate a profound understanding of people and their lifestyle preferences also highlights challenges and opportunities for companies to address.

CORE TYPOLOGIES
Horizontally we differentiate between Emotional and Rational types and vertically between ME- and WE-types. ME-types focus on life according to them, while WE-types embrace collective values relating to the group. Dividing key characteristics into typologies gives a lean multidimensional overview of people and allows for at-a-glance comparison of mindsets.

TOMORROW’S PEOPLE
Our core typologies – illustrated in this sample mindset map – have evolved over the years as a result of working with a diverse range of industries. They are adapted from case to case and understood according to geography, local culture and economic climate. The method has proved to be a successful way of understanding tomorrow’s people and establishing a balanced worldview.