Categorising consumers beyond demographics
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 report 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.
The article is property of Euromonitor International, a market research provider, and can be read in full here.