The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.Learn More
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, Passport Survey looked beyond standard demographics and created distinct, personality-driven consumer types at both the global and country level. 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.
Drawing on consumers’ personal attitudes and traits such as media consumption, buying behaviours, individual aspirations, and more, this segmentation empowers companies to think creatively about potential customers and create products and campaigns tailored to consumers’ interests and attitudes. For example:
Passport Survey’s latest white paper provides an in-depth look at seven global consumer types, including a profile of their personality traits, buying behaviours, and lifestyle habits.
Profiles of global consumer types can help brands and retailers sharpen their product development and marketing efforts to better reach their target market. However, many companies may want to go further and learn about the consumer types in specific countries. Euromonitor has taken the next step and profiled consumers within nine major developed and emerging markets:
Consumer types from four of these markets are introduced in the following videos:
Subscribers to Passport Survey have access to in-depth profiles of the 45 consumer types shown above. These profiles are also available in standalone, market-specific reports.
Each report includes comparisons of five country-level consumer types across the following areas:
Personal traits and values:
In addition to these country-specific reports, Passport Survey subscribers have access to a series of published reports and datagraphics highlighting the thoughts, priorities and behaviours of the four 2011 global consumer types. A white paper exploring one of these types, the Undaunted Striver, is also available to the public.