While many companies often identify market segments using demographics alone, few would agree that consumers are neatly defined by age, gender, or income. To overcome this issue, Euromonitor International’s Survey team look beyond standard demographics to create distinct, personality-driven consumer types. These consumer types incorporate many of the diverse attitudes and habits that separate one person from another, even distinguishing among those in the same demographic group.
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Likes trying new products and services
Interested in living abroad or being self-employed
Anticipates an increase in general spending
Prefers to follow
Focuses on personal issues such as family and spirituality
Not very image conscious
Avoids strong or premium branded products
Prefers to save rather than spend
Feels they can make a difference
Concerned with global issues
Seeks products with green or eco-conscious labelling
Likes to try new things