Consumer Archetypes

Consumer
Archetypes

Overview

Tech Enthusiasts 2.5% 13.5% Adventure junkies
Camera enthusiasts Innovators Early Athletes
Tech. reviewers Adaptors Adventure freaks

Insouciant Laggards Early Vivid Explorers
Professional Majority Travellers Vlogers
Professional 16% 34%
athletes - Team
sports Late
Majority

34%

Everyday Workforce
9-5 workers

Tech Enthusiasts

Must haves Needs

Latest innovation in tech. Spread knowledge
Sponsorships
Un-boxing and recording interaction Financial support

Dopamine hits Wants

Innovative ideas to shoot video Recognition and fame
Free time
Financial resources People’s attention

Age Group: 15 - 25 Followers and subscribers Pain points

Education: Highschool - Undergraduate Friendly personality Competition in show-biz
Limited platforms (YouTube)
Occupation: Videographers Advanced outreach Needs likes to make money

Income Range: average $60,000/yr Leader qualities

Hobbies: Adventure sports, photography, biking, Entertainment
hiking, camping

Favourite Brands: Attributes

Attention-Solicit

Vivid-Entertainer

Young-Reporter

Adventure Junkies

Age Group: 22 - 30 Must haves Needs
Education: Undergraduate - graduate
Occupation: sports industry - corporate job Adventure trips every month Focus on work-life
Income Range: $100,000 - $150,000 Appropriate gear Partner in crime
Hobbies: diving, swimming, mountain climbing, High paying job to support activities Movie maker software/person
skateboarding, board sports, dancing, gymming Documentation equipment
Favourite Brands: Bucket list for new adventure ideas Wants
Hunger for adrenaline rush
Will to jump off a plane Frequent breaks from work
Fearless to injuries Passes/ tickets to all sports
Healthy body and mind events
Safety equipment and monitors Travel around the world

Attributes Pain points

Adrenaline-Devotee Limited time
Extraordinary-Athlete High standards for adrenaline
Life-Gambler rush
High chance of injuries/ death

Vivid Explorers

Must haves Needs

SLR camera for documentation Travelling for work
Visit odd locations
Sketchbook and pen Kill time during long distance
travelling
Readers digest/ magazine
Wants
Travel music instrument
Expensive gear from outdoor
Comfortable apparel brands
Entertain and share experiences
Age Group: 30 - 40 Digital documentation device (ipad/laptop) Travel business class

Education: Graduate Bottle of water for hydration Pain points

Occupation: Vlogger - journalist - travellers Healthy mind and body Always away from family
Prone to foreign illness
Income Range: $90,000 - $130,000 Leverage to medical help and diseases
Travelling time
Hobbies: Music, poetry, writing, learning new lan- Immunity towards jet-lag
guage, photography, videography

Favourite Brands: Attributes

Regular-Tourist

Prepetual-Traveller

Everyday-Globetrotter

Everyday Workforce

Age Group: 25 - 45 Must haves Needs
Education: undergraduates - graduates
Occupation: corporate desk jobs Will to work a desk job Spend time with loved once
Income Range: $80,000 - $100,000 Subscription to all streaming applications Party/ relax on the weekends
Hobbies: Movies, bar hopping, social gathering, Loving family Have a healthy diet
trail hiking, computer gaming Outgoing friends
Favourite Brands: Enriching work-environment Wants
Motivation to climb up the corporate ladder
Free time outside office Start their own business
Vacation twice a year Go out in nature
Appropriate sitting posture To watch latest movies in
Weekly session to loosen up theatres

Attributes Pain points

Persistant-Employee Laziness
Unwind-seeker Always tired from work
Business-Architect Tight and strict weekday
schedule

Insouciant Professional

Age Group: 19 - 27 Must haves Needs
Education: High school- undergraduate
Occupation: Professional athlete Popularity and fame Time-out form fame
Income Range: $50,000 - million+ Play in major league games Highly paid - Top tear athlete
Hobbies: Spending quality family time, driving Sponsorship and endorsements from brands Alone time with family
expensive cars, gym workouts Stay fit and healthy
Favourite Brands: No parties/ outings during game season Wants
Liked by coach/ manager
Entertaining personality Explore places while travelling
Valuable talent Others to document them
High paying team Party with teammates
No use of drugs and narcotics
Pain points
Attributes
Too famous to be in public
Living-Legend Have to visit isolated places to be
Super-Athlete themselves
Skilled-Professional Limited time to earn money