Putting customers into segments by demographic factors or by what they spend with your company is inadequate if you want to compete in today’s changing retail landscape. Rather, brands need to consider their customers along more dynamic lines, looking to behaviors and specific customer journeys.
After conducting research with over 2,000 participants across the US, we’ve developed five common consumer archetypes that brands can use to design more dynamic products and services built for people–not just consumers.
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