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, Euromonitor’s Survey team has looked beyond standard demographics to create distinct, personality-driven Consumer Types at global and country levels.
This report comes in PPT.
Grouping consumers solely by demographics when looking at their buying behaviour and purchase decision-making can give a skewed view of their daily habits and long-term lifestyle choices. Instead, Euromonitor International’s annual Consumer Types series looks beyond standard demographics, profiling distinct personality-driven Consumer Types at both the global and country level. Changes in attitudes and habits can be tracked through our Consumer Types series year-on-year, giving valuable insight into what consumers want and need, even distinguishing among those in the same demographic group.
This briefing includes a 2021 update of the 10 global Consumer Types, which are generated using Euromonitor International's annual Voice of the Consumer: Lifestyles Survey data.
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