meet your archetypes

When looking at consumer segmentation in our parallel session, we began to look at ourself as consumers and our own personal preferences. I was actually quite surprised when I discovered my own archetypal breakdown. With my scratch map well on its way to completion and the only thing I ever seem to talk about being Iceland, I wasn't at all surprised by my 50% explorer status ( just call me Dora). The 31% intellectual proved a real shock to me, this I must presume is a systematic glitch, as someone both blonde and left handed, I can't exactly claim competence to be my biggest asset.

Perhaps my favourite quality attributed to me by this clearly very legitimate and 100% accurate tool, is my position as a visionary. I'd like to think of myself as generation Z's equivalent to Bill Gates. Although not trained in computing, I believe my university friendly culinary innovations such as peas and pesto or three cheese broccoli, will be where I manage to make my breakthrough (I'm currently working on the patent).

Business ventures aside, I found it really interesting to see just how valuable viewing the consumer as a three dimensional individual can be to marketing and communications. Learning of the key features in a consumer profile such as demographics, behavioural qualities and deep ingrained attitudinal-beliefs. Naturally, the more personal the information, the harder it is to collect. I became interested in the way humans are naturally inclined to favour certain brands over others. As Rose did in the seminar, I decided to create my own personal consumer profile, to try and make sense of myself as a consumer.

RATE

I found choosing my hero brands much more difficult to decide upon than I did my zero brands, which probably once again just shows my deep rooted cynicism.

DONT RATE

I actually really enjoyed character profiling myself and it made me more aware of myself as an individual. Asking myself why it was I felt more comfortable associating myself with lead me to do some deep soul searching, something I found a little heavy for a Tuesday morning but provided me with a more rounded concept of myself as a consumer (aka confirming my suspisions that I am a complete and utter snob xoxox).