Forever Jung

Date of publication: September 19, 2004


This paper provides a new approach to consumer segmentation, in which the aim is to reveal archetypes rather than segments per se. We outline the limitations of conventional segmentation approaches, and describe a method for extending such techniques to identify the presence of archetypes within segments. With reference to a case study this paper demonstrates the specific output of the archetype approach, and concludes with the method's implications for guiding communication strategy.

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