"Market research reveals the "nine types of consumers

I always love these articles on how advertisers and marketers view consumers and general trends. We are forever being broken down into new categories. "Soccer moms" and "metrosexuals," it now appears, are old labels.  The marketing firm Consumer Eyes has identified nine new ones, in a new book called  "Karma Queens, Geek Gods, and Innerpreneurs" by Ron Rentel and Joe Zellnick.  You can download the PDF from an article in  Advertising Age but here is the basic breakdown:

1. Karma Queens:  These are the baby boomer ex-hippie women who are susceptible to quirky design, body-mind-spirit advertising and companies that have a woman-to-woman connection.
2. Culture Crossers: These trendsetters cherry pick their favorite things from a variety of continents and sources like their idol Gwen Stefani.
3. Denim Dads: The modern stay-at-home dad is a music-loving guy who is also handy around the house.
4. E-Litists: These are those who are interested in green products in a moderate way. They shop at Whole Foods, drive a Prius and idolize Al Gore.
5. Ms. Independents: These are the power single women with disposable income and a taste for the finer things.
6. Innerpreneurs: Brainstorming entrepreneurs who seek brands that are involved with causes.
7. Geek Gods: Early adopter geeks, the ones who have the latest hot gadgets.
8. Parentocrats: The obsessive parents, the multitasking, busy couples seeking the best products for their children.
9. Middlemen: The slacker men, ages 21 to 35, who are working dead-end jobs and are passionate about video games.

I can see myself in a couple of these categories (a little bit karma queen, a little bit innerpreneur, etc.) so I don't think these are hard and fast separations. Also I don' think these list covers everything; it seems to be focused on the 20-50 age range, leaving out the teens and the deep-pocketed retirees. But if you find yourself looking at a patchouli-scented, hemp-based iPhone case the next time you're shopping for gear, you'll know just why the marketers thought you'd want it.

Comments

[Kevin Hastwell]

What are we to the advertisers? Do they categorize us and campaign towards these certain groups of consumers? The truth is that we are clustered into groups and find meaning together. Advertisers lose interest not in the consumer, but because we reach a certain age where we stop changing brands. Advertising does not only brand the objects they are trying to sell, but us as a culture of consumers as we move through various communities. We are grouped into various audiences by the groups we move through in the consumer life. The first category is called the Actualizers. These people tower the pyramid with their independence and character. They do not need to purchase new things for luxury and understand that the “finer things in life” will not make them happy, but broke. The next group is called the Fulfilled. These people live in conformity and always follow the status quo. Next is the Believers. This category of people supports the contemporary and traditional codes of family and church. They favor American brands and products and are very predictable consumers. The Achievers are the faction that favor prestige and buy for luxury. They surround themselves with prestigious goods to show off their success. The Strivers are a group of people that are like an immature version of the Achievers. They want to be very successful, but lack the financial resources to do so. The Experiencers are the ones who find pleasure in sports and social events and view consumption as fulfillment. The Makers are the more practical Experiencers and are very conservative. They enjoy doing things in and to their homes as well. Finally the strugglers, they are the people who are extremely poor. They yearn for more than what they have, but struggle because of financial problems. One may move through many of these categories in their lifetime. Once the consumer finally realizes that there isn’t a big difference between one brand and another then it is clear that the product must be ignored and the audience cut off and put up for sale.