Four Consumer Types to
Optimize Marketing Strategy
Going beyond demographics to understand your target audience
USING CONSUMER TYPES TO GO BEYOND DEMOGRAPHICS
EUROMONITOR
LIST OF CONTENTS AND TABLES
Introduction ........................................................................................................................................ 2
Using Consumer Types to Go Beyond Demographics ...................................................................... 2
Choosing Between a Bottom-Up or Top-Down Approach ............................................................ 2
Euromonitor International’s Consumer Types Combine the Best of Both .................................. 3
Using Consumer Types to Grow Business ..................................................................................... 3
Overview of the Four Consumer Types .......................................................................................... 4
Meet the Undaunted Striver............................................................................................................... 4
Seeking Status, Attention, and Opportunities ............................................................................... 4
Preference for Brand Names and Current Trends ........................................................................ 4
Chart
Status and Consumerism Traits of the Undaunted Striver
5
Ready to Change the World ............................................................................................................ 5
Chart
Individual Attitudes of the Undaunted Striver
5
Buying Behaviours of the Undaunted Striver .................................................................................... 6
What are Undaunted Strivers Doing with Their Dollars? ............................................................. 6
Healthy Living Habits Are Essential to Maintain Personal Image ............................................... 6
Chart
Chart
Chart
Important Health Factors to Undaunted Strivers
7
Exercise Habits of Undaunted Strivers
8
Undaunted Strivers’ Perceptions of Healthy Food Product Indicators 9
Eager Users (and Frequent Buyers) of New Technology .............................................................. 9
Chart
Chart
Chart
Online Shopping Activities of Undaunted Strivers 10
Social Media Activities of Undaunted Strivers
10
Attitudes toward Social Media among Undaunted Strivers
11
Reaching the Undaunted Striver...................................................................................................... 12
A Highly-Accessible Consumer .................................................................................................... 12
Chart
Influential Marketing Sources for Undaunted Strivers
12
Striving to Be Early Adopters ....................................................................................................... 12
Chart
Innovation Adoption Lifecycle
13
Seeking to Set Trends, but Highly Influenced by Outside Factors ............................................. 13
Demographics 14
Chart
Geographic, Age, and Employment Distribution of Undaunted Strivers
14
Using Consumer Types to Succeed .................................................................................................. 15
About the Authors ............................................................................................................................ 16
About Euromonitor and Passport Survey.........................................................................................17
© Euromonitor International
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INTRODUCTION
Marketing teams, brands, and retailers are continually searching for new and innovative ways to
effectively find and appeal to their target market. This often means profiling consumers based
on specific demographics, such as young women or retirees, and using characteristics common
to the group to determine which products and marketing techniques may be a good fit.
Rather than taking a top-down approach and grouping consumers based on their demographics,
this white paper introduces a bottom-up method of targeting consumers through in-depth
profiles of four distinct consumer types. These types were created by analysing a number of
personality traits, characteristics, and preferences from Euromonitor International’s Annual
Survey of 16,000 global online consumers.
The aim of this white paper is to demonstrate the use of consumer types to profile shoppers and
gain insights into their preferences and behaviours, ultimately helping companies, brands, and
retailers better reach their target market.
This white paper has five main parts:
1. Introduction to consumer profiling
2. Overview of Euromonitor International’s four consumer types
3. Personality traits, preferences, and attitudes of one consumer type, the Undaunted
Striver
4. Buying behaviours and motivations of the Undaunted Striver
5. Implications and strategies for growing business with the Undaunted Striver
USING CONSUMER TYPES TO GO BEYOND DEMOGRAPHICS
Choosing between a bottom-up or top-down approach
Many companies target consumers based on key demographics, such as age or gender, operating
under the assumption that those within the same demographic group have similar preferences
and buying behaviours. While this may often be the case, there is almost always a large degree of
variation within these groups. For example, not all men under the age of 30 may be looking for
the same thing when shopping for a new phone. Some may want the latest, trendiest
smartphone, while others, regardless of income, are looking for the cheapest available option
that can simply make and receive calls. In this case, a marketing strategy that assumes all men
under 30 are trend-seekers would fall flat with those hoping to save money.
Of course, most marketers already understand the risks of targeting consumers based solely on
broad demographic groups and use other strategies to pinpoint and attract their key market. An
alternative, bottom-up approach allows natural groupings of consumers to form around
common traits and preferences. This ensures that consumers in each segment have similar
buying behaviours and are looking for the same product features, giving retailers and brands
essential information to tailor their marketing accordingly. However, this approach can often
make it more difficult to actually find the targeted consumers, particularly if easily-identifiable
demographic traits, such as age or gender, are not tied to these segments.
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Euromonitor International’s consumer types combine the best of both
By using extensive consumer data from Euromonitor International’s Annual Survey, we were
able to create four distinct consumer types to help companies reimagine approaches to existing
and potential customers. Consumers within each type have similar preferences, buying
behaviours, and share specific demographic traits that help companies and retailers find and
target them, combining the best of both approaches highlighted above.
Rather than being sorted into predetermined groups, the four types are based on actual
personality traits and preferences of almost 16,000 online consumers who took the Annual
Survey 2011 (see diagram below). The 78 survey variables used to create these four types cover
all areas of consumer life, including exercise habits, visits to the doctor, online shopping
tendencies, marketing influences, use of social media, and thoughts on prominent celebrities as
role models.
Using consumer types to grow business
The real power of our consumer types lies in the comprehensive information and background
included in each type’s profile. Not only can companies use this information to figure out which
consumer type (or types) might be the best fit for their product or service, they can learn about
that consumer’s attitudes, motivations, and preferences on an incredible range of topics–from
environmental concerns (or lack thereof) to eating habits to comfort with sharing information
online to marital status. This information allows marketers and companies to put buying
behaviours in the context of a consumer’s broader lifestyle and better tailor their marketing
approach.
In particular, consumer type profiles allow companies to:
▪ Identify their key market and areas of potential growth
▪ Target marketing and advertising to specific consumer groups
▪ Understand consumer personality traits and preferences
▪ Better anticipate and meet the needs of current and future customers
© Euromonitor International
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Overview of the four consumer types
The four Euromonitor consumer types, the Undaunted Striver, the Savvy Maximiser, the
Content Streamer, and the Secure Traditionalist, span a wide range of personalities, preferences,
and buying behaviours. The illustration below shows the key traits of all four consumer types,
along with a quote that summarizes their approach toward life.
MEET THE UNDAUNTED STRIVER
Through an in-depth exploration of the attitudes, preferences, and buying behaviours of one of
the four consumer types, the Undaunted Striver, the following sections demonstrate the positive
impact these types can have on the ability of companies and retailers to better target and sway
consumers. Included in these sections are insights into the mind-set of Undaunted Strivers and
concrete business implications for better reaching them in the future.
Seeking status, attention, and opportunities
Among our four consumer types, the Undaunted Striver stands out as being the most trendoriented and product-focused. These consumers want the latest, most up-to-date products, and
are often willing to pay more for them. In addition to their focus on current trends, Undaunted
Strivers like to be the centre of attention at parties and lead incredibly active social lives,
building relationships at home, work, and in their broader community. As their name implies,
these consumers are also optimistic with ambitious dreams for themselves, their countries, and
beyond; they truly believe they can make a difference in the world.
Preference for brand names and current trends
Undaunted Strivers believe that outward appearance, both their own and that of others, is
extremely important. They prefer to be around people who look healthy and well, and believe
that the type of car someone drives says a lot about who they are. In line with these attitudes,
Undaunted Strivers work hard to ensure that their own image is one of style and confidence.
They buy the latest brand-name products in an effort to signal to others that they are
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sophisticated, forward-thinking, and “in the know.” Not only are Undaunted Strivers willing to
pay more to keep up with the current trends, they believe their financial ability to do so is
another signal to others of their success in life. These individuals are also frequent visitors to the
gym, doing their best to maintain healthy living habits and ensure their bodies are in top shape.
Beyond conspicuously purchasing brand-name products, Undaunted Strivers also seek to stay at
the forefront of new behaviours or activities before they become popular with the average
consumer. Over the past decade this has meant embracing rapid advancements in technology
and communications, particularly the explosion of social media. Undaunted Strivers enjoy
posting content and connecting with others on the hottest social media sites, giving them a new
platform for garnering attention and spotting trends.
Chart
Source:
Status and Consumerism Traits of the Undaunted Striver
Euromonitor International Consumer Survey - Annual Survey 2011
Ready to change the world
Although they spend considerable time and effort on their personal image, Undaunted Strivers
have ambitions reaching far beyond the confines of a shopping mall. Indeed, they are truly ready
to change the world. Undaunted Strivers strongly believe they are free to shape their identities in
whatever way they choose, although they also have deference and respect for the wishes of their
parents. These individuals are globally-minded and will use their sense of empowerment to
tackle climate change, an issue which they strongly feel is the responsibility of individuals
everywhere. The confidence and focus of Undaunted Strivers means that, in the coming years,
they will likely be the ones leading the charge to increase recycling efforts, fight for global
equality, and encourage the purchase of ethically-produced, “fair trade” items.
Chart
Individual Attitudes of the Undaunted Striver
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Source:
Euromonitor International Consumer Survey - Annual Survey 2011
BUYING BEHAVIOURS OF THE UNDAUNTED STRIVER
What are Undaunted Strivers doing with their dollars?
Before creating a strategy to attract and market to Undaunted Strivers, it is critical to have an
understanding of how these consumers spend their money and what motivates them to do so.
This information will help companies, retailers, and brands identify opportunities to expand
existing sales and even grow business in a new market or category. This section profiles the
buying behaviours of Undaunted Strivers in two areas of consumer life: healthy living and
technology. Exploring consumer behaviours in these areas informs not only c0mpanies in
directly-related industries, such as consumer health and consumer electronics, but also provides
insights into this group’s spending and preferences that reach far beyond healthy living and
technology.
Healthy living habits are essential to maintain personal image
Undaunted Strivers place a high priority on maintaining their health and external appearance.
They want to look and feel their absolute best at all times and have adopted many healthy living
habits to ensure that they are able to do so. In general, there are very few healthy living practices
that Undaunted Strivers do not feel are important; from regular exercise to drinking plenty of
water to limiting their daily stress levels, these consumers integrate healthy habits into all
aspects of life.
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Chart
EUROMONITOR
Important Health Factors to Undaunted Strivers
Eating fruit and vegetables
Regular exercise
Drinking plenty of water
Access to medical care
Limited fat consumption
Not smoking
Limited daily stress levels
Limited salt consumption
Limited alcohol consumption
Taking dietary/nutritional supplements
Limited processed food consumption
0%
20%
Very important
Source:
Note:
40%
60%
80%
100%
Important
Euromonitor International Consumer Survey - Annual Survey 2011
Showing percent of Undaunted Strivers who agree that the indicated factor is important or very important
to their health.
Passion for exercise
Undaunted Strivers tend to be very active individuals; almost all exercise at least weekly, and
often daily. While activities such as yoga, walking, and dancing are their preferred forms of
exercise, these consumers can also be found at gyms, running in races, and on local sports
teams. Their willingness to spend on potentially expensive gym memberships or fitness classes
indicates that Undaunted Strivers would also be willing to spend on other fitness or healthrelated services, such as spa treatments, nutritional counselling, or personal training sessions. In
particular, these consumers are prime candidates for celebrity-endorsed workout programs,
perhaps sold on DVD or streamed online. Undaunted Strivers have high aspirations to attain the
“perfect” body and connecting a specific fitness product or service with a celebrity they admire
(or whose body they admire) would be a powerful marketing tool.
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Chart
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Exercise Habits of Undaunted Strivers
80%
70%
60%
50%
40%
30%
20%
10%
0%
Other physical
activities
Source:
Note:
Individual sports
Exercise at the gym
Team sports
Euromonitor International Consumer Survey - Annual Survey 2011
Showing percent of Undaunted Strivers who do the indicated activity at least once a week or more
frequently. “Other physical activities” include yoga, walking, dancing, etc. “Individual sports” include
running, cycling, etc.
Increasing diet and weight loss product sales to Undaunted Strivers
In addition to regular exercise, Undaunted Strivers turn to healthy eating in order to maintain or
improve their personal health and external appearance. However, many in this group are not
completely satisfied with their current balance of exercise and eating; almost half are on a diet
and actively trying to lose weight. Given their concern with personal image, it is unlikely that
this interest in dieting will diminish anytime soon. Indeed, Undaunted Strivers are prime targets
for companies hoping to launch new diet or weight loss products. Just as they seek to follow the
latest trends in technology, apparel, and green living, Undaunted Strivers hoping to lose weight
will first look for dieting plans that are getting the most attention in the media. These consumers
are willing to spend money on a diet that offers guaranteed results, particularly if this guarantee
comes with a celebrity endorsement.
Indicators of healthy food
Their interest in healthy living, particularly in eating well, means that Undaunted Strivers are
often willing to spend more on foods that they consider to be “healthy.” It is, therefore,
important for food producers and retailers to understand the indicators Undaunted Strivers use
to determine whether a food is healthy when seeking to market to this consumer group. At the
top of the list is presence of vitamins; Undaunted Strivers almost universally agree that vitamins
are an important indicator of healthy food.
Beyond vitamins, this group looks for food products with no added fat and those that are
supported by a health organization. Perhaps most importantly, at least for producers and
retailers, is the fact that more than half of Undaunted Strivers can be persuaded of a product’s
healthy attributes simply by looking at its packaging. This means that, with “trustworthy”
packaging–perhaps highlighting one or more of the previously-discussed healthy food
indicators–food producers and retailers should have great success appealing to the healthconscious nature of Undaunted Strivers.
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Chart
EUROMONITOR
Undaunted Strivers’ Perceptions of Healthy Food Product Indicators
Contains vitamins
Has no added fat
Is supported by a health organization
Its packaging makes me trust it
Has no added sugar
My dietitian / nutritionist / doctor supports it
Is used by my friends / family
Is organic
0%
Source:
Note:
20%
40%
60%
80%
100%
Euromonitor International Consumer Survey - Annual Survey 2011
Showing percent of Undaunted Strivers who agree that the listed factor is an indicator of a healthy food
product.
Eager users (and frequent buyers) of new technology
Tech-savvy consumers
When they are not out exercising, shopping, or socializing with friends (and even when they
are), Undaunted Strivers are often found surfing the internet. Whether reading the news,
researching their next purchase, or connecting with others, Undaunted Strivers spend an
average of 27 hours online each week, which amounts to roughly four hours each day. Beyond
being frequent internet visitors, this group tends to be more tech-savvy in all areas than their
counterparts. For instance, they are more likely to own a smartphone–and certainly more likely
to make sure it is the very latest model. Undaunted Strivers are also more comfortable sharing
their personal information online, whether on a social media site or while entering payment
details to make a purchase.
Dedicated online shoppers
Online shopping is much more popular among Undaunted Strivers than other consumers.
Doubtless this is, at least in part, because the activity combines two things that are important to
this group: technology and shopping. More than half of Undaunted Strivers purchase
downloads, order takeaway food and drink, and buy a physical item online at least monthly.
Beyond simply making purchases online, however, Undaunted Strivers also rely heavily on
internet sources when deciding what to buy, whether online or in stores.
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Chart
EUROMONITOR
Online Shopping Activities of Undaunted Strivers
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Read reviews Research big
Buy
Order
Buy a
Buy groceries
of products or ticket items something
takeaway physical item
online
services and/ or visit a online that is food & drink (other than
online
price
downloadable
groceries)
comparison
online
website
Source:
Note:
Euromonitor International Consumer Survey - Annual Survey 2011
Showing percent of Undaunted Strivers who do the indicated online shopping activity at least monthly, if
not more frequently.
Social media provides an ideal outlet (and information source) for outgoing Undaunted Strivers
Already incredibly outgoing by nature, social media has given Undaunted Strivers another outlet
to connect with others and broaden their network. It should come as no surprise, therefore, that
these consumers are among the most active on social networks such as Facebook; more than
80% visit these sites at least weekly. Undaunted Strivers are also regular bloggers and microbloggers, using platforms such as Twitter to share thoughts and opinions with the world.
Chart
Social Media Activities of Undaunted Strivers
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Visit a social networking
website
Source:
Note:
Upload/share photos or
videos
Participate in blogging
and/ or microblogging
Euromonitor International Consumer Survey - Annual Survey 2011
Showing percent of Undaunted Strivers who participate in indicated social media activity at least weekly,
if not more frequently.
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EUROMONITOR
Influence of social media high among Undaunted Strivers
Not only are Undaunted Strivers frequent social media users, they also put much faith and trust
in the information they find on social media sites. Nearly half of Undaunted Strivers turn to
social media as a first source to find out if something is wrong or untrue about a product or
brand. Even further, the same number trust social media reviews as much as recommendations
from friends or family. A large group of Undaunted Strivers even trust social media more than
TV or print. The upshot of this for retailers and companies hoping to attract this consumer
group is the need to innovate marketing and customer interactions to include social media.
Brands that expand their social media presence and monitor (and actively respond to) criticisms
and complaints shared by customers on social media platforms should be able to attract, or at
least stay top of mind with, Undaunted Strivers.
Chart
Attitudes toward Social Media among Undaunted Strivers
I can find comments and tips from people
like me easily online
If something is wrong about a product or
company I will find out immediately through
social media
I trust social media reviews as much as
recommendations from friends or family
Social media help me decide what to buy
I trust social media more than TV or print
Blogs tend to cover topics of specific
interest to me
0%
Source:
Note:
10%
20%
30%
40%
50%
60%
Euromonitor International Consumer Survey - Annual Survey 2011
Showing percent of Undaunted Strivers who agree with the indicated statement regarding social media.
Striving to keep up with the latest consumer electronics
Smartphones, tablets, and computers used to shop online and access social media sites are not
the only consumer electronics of interest to Undaunted Strivers. Indeed, these consumers look
for the most-advanced technology in all areas of life. The homes of Undaunted Strivers are likely
to contain large, flat-screen HD televisions and expensive cappuccino makers. Their cars may
have elaborate stereo systems and built-in, touch-screen GPS navigation. Undaunted Strivers
might carry a WIFI-enabled DSLR camera, enabling them to take premium-quality photos they
can instantly share on social networks.
Even with their existing set of products, there are myriad opportunities to entice Undaunted
Strivers with an even wider variety of consumer electronics and appliances. Because these
consumers are continually looking for ways to make their lives easier, electronic devices that
share information between one another and are easily integrated would be an ideal fit. Similarly,
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smart appliances, such as refrigerators or ovens that can communicate with a smartphone and
be controlled remotely, would also appeal to this group.
REACHING THE UNDAUNTED STRIVER
A highly-accessible consumer
Happily for retailers, brands, and companies hoping to reach Undaunted Strivers, not only are
these consumers among the most willing to spend money on a variety of products and services,
they are also the most receptive to all different forms of marketing. Indeed, these consumers
agree that a broad range of marketing sources, from commercials to social media to billboards,
are at least somewhat influential.
While TV and print are still in the top five, also near the top of the list of marketing techniques
most effective with Undaunted Strivers are internet-based sources, such as company websites
and pop-up ads, and social media advertising or mentions. This, once again, highlights the large
role that the internet, particularly social media, plays in the lives of these consumers and the
opportunity for marketers to capture the increased attention that Undaunted Strivers give to
online sources.
Chart
Influential Marketing Sources for Undaunted Strivers
TV commercials
Internet
Social media advertising or mention
Print
Independent consumer reviews
In-store advertising
Outdoor advertising
Cell/ mobile phone text/ advertising
Radio
Direct mail advertising
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Source:
Note:
Euromonitor International Consumer Survey - Annual Survey 2011
Showing percent of Undaunted Strivers who agree that the listed marketing source is somewhat or most
influential. Examples of “internet” marketing sources include company websites and pop-up advertising.
An example of “social media advertising” would be a mention or ad on Facebook. Examples of “print”
marketing sources include magazines and newspapers. One example of “outdoor advertising” would be
billboards.
Striving to be early adopters
One way to think of Undaunted Strivers is in relation to the widely-used “Innovation Adoption
Lifecycle” curve (see below). This curve shows the distribution of consumers as they begin using
a new product at various points in time. The curve moves from the cutting-edge innovators who
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are the very first to adopt a new product (e.g., the people who were using Apple iPods in 2002)
to the laggards who are the last to catch on to a new trend that has already been widely adopted
by the vast majority of consumers (e.g., the people who began using Apple iPods in 2012).
As much as they hope to be among the first to adopt a new product, Undaunted Strivers tend to
fall in between the early adopters and the early majority on the curve, with the majority of them
in the latter category. These consumers look to follow emerging trends they see identified in
magazines, on television, and online. Indeed, whether they are conscious of it or not, Undaunted
Strivers are heavily influenced by marketing campaigns, celebrities, and even other consumers.
Their heavy reliance on these information sources means that Undaunted Strivers are often only
exposed to a product once it is on its way to becoming a popular trend and has gained wide
exposure in the media.
Chart
Source:
Innovation Adoption Lifecycle
Adapted from Diffusion of Innovations, Everett M. Rogers, Free Press of Glencoe, 1962
Seeking to set trends, but highly influenced by outside factors
Although they may tend to fall among the early majority, Undaunted Strivers desire to be seen
and treated as early adopters, a trait that is closely-related to their need to stand out in a crowd.
Of course, as discussed above, these consumers ultimately take their cues from mainstream
marketing campaigns and popular culture. Instead of being ahead of or defining trends,
Undaunted Strivers closely follow those set by others and are quick to jump on board once a new
trend is set. This combination of wanting to be viewed as trend-setters while most-frequently
purchasing styles, products, or services that are already on their way to becoming popular trends
gives companies, brands, and retailers several prime opportunities to attract Undaunted
Strivers.
Secure a celebrity endorsement (or many)
Undaunted Strivers look to the clothing, accessories, and habits of celebrities they admire to
help determine what they should purchase. Brands or products endorsed, or even simply
mentioned, by a particular celebrity will certainly attract attention from Undaunted Strivers,
who will likely seize the first opportunity they get to purchase the product themselves.
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Effectively advertise to promote the notion of standing out
Undaunted Strivers seek to be the first among their friends to have the latest smartphone or try
the hottest new fitness class. They want to stand out and be regarded within their social group as
a trend-setter or early adopter. An effective advertisement that draws on these desires would be
one in which a user of a particular product or service is seen standing out from the crowd or
going against a trend that everyone else is following. This approach will also appeal to the
Undaunted Striver’s fear of missing out. They may even be more likely to purchase a product or
service posed to them (by a trusted brand or marketing source) as new or cutting-edge if they are
also afraid that they need to act now or others may beat them to it.
Demographics
Beyond their characteristics and priorities, Undaunted Strivers share several demographic traits.
At a high level, this group tends to be married, young, working full-time, and living in emerging
markets such as India, China, or Brazil.
Chart
Geographic, Age, and Employment Distribution of Undaunted Strivers
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Source:
Euromonitor International Consumer Survey - Annual Survey 2011
The concentration of Undaunted Strivers in emerging markets, and their widespread absence in
developed countries, is likely linked to recent economic development and opportunities in these
markets. Economic growth in developed countries has stagnated over the past several years,
often accompanied by high levels of youth unemployment. However, recent growth in emerging
markets, particularly the three highlighted above, has been strong.
An expanding middle class of consumers with new levels of disposable income, chief among
them the Undaunted Strivers, has attracted companies and brands that were previously focused
solely on shoppers in developed countries. Many of these emerging markets are newly-opened to
foreign businesses, whether due to changes in government policy or simply an improvement in
infrastructure, and companies moving in have had considerable success selling to consumers
there, particularly Undaunted Strivers.
The relative youth of this consumer group means opportunities for retailer growth and
expansion will remain robust in the coming years. Brands able to build loyalty with Undaunted
Strivers now will enjoy their business in both the short- and long-term. Indeed, as these
emerging market economies continue to strengthen and income levels rise, even more
consumers may become Undaunted Strivers, newly able and eager to spend their earnings on
brand-name products and services.
Bottom line – an attractive group of consumers (and not just physically)
Undaunted Strivers, employed, young, and optimistic, now make up the largest segment of
online consumers in emerging markets. With an average household income of US$52,489,
Undaunted Strivers tend to have a purchasing power that is slightly higher than their
counterparts within other consumer types. When combined, these factors make this group one
of the most attractive for companies hoping to grow their sales and expand into new, previously
untapped, markets.
USING CONSUMER TYPES TO SUCCEED
Consumer types can be a powerful tool to help companies better understand and appeal to their
target market. This exploration of Undaunted Strivers clearly illustrates the relationship
between attitudes, preferences, motivations, and buying behaviours, highlighting not only how
these consumers spend their time and money, but also why they do so.
This white paper contained just a glimpse of the content and analysis available on Euromonitor
International’s four consumer types. Full profiles of each type—Undaunted Striver, Savvy
Maximiser, Content Streamer, and Secure Traditionalist—explore an even wider range of
personality traits and buying behaviours, focusing on themes such as healthy living, technology,
eating and drinking, shopping, and environmentally-friendly behaviours. These profiles are
available for Euromonitor International’s Passport: Survey clients. In addition to extensive
profiles, these consumer types are compared side-by-side to help Passport: Survey clients easily
identify which consumers may be a good fit for their product or service and where there are
opportunities to expand business.
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About the authors
Eileen Bevis, Survey Manager
Lisa Holmes, Survey Analyst
Eileen Bevis joined Euromonitor
International in 2011 to develop and
expand their survey capabilities. She
now manages a team of analysts who
design and implement multi-national
surveys and interpret the results
for the Passport Survey system.
Eileen ensures that Passport Survey
questionnaires and deliverables meet
high ethical and analytical standards,
provide actionable insight, and are
contextualized at the local, regional, and global level. As part of
that process, Eileen and her team collaborates with industry,
country, and consumer specialists. In her time at Euromonitor,
Eileen has surveyed many aspects of consumer life, including
shopping, spending, “green” attitudes, and eating habits. She has
also examined consumer segments such as baby boomers and
mothers.
Lisa joined Euromonitor as Survey
Analyst in 2012. Prior to joining
Euromonitor, Lisa was Senior
Research Analyst at a high-profile
private wealth management research
firm. Lisa has worked closely with
clients and industry experts to
develop surveys and reports that help
clients better understand the market
and serve their customers. Lisa’s
key responsibilities at Euromonitor
include: survey development, fieldwork management, data
cleaning, rigorous data analysis, and insightful reporting. While
at Euromonitor, Lisa has reported on a wide range of topics,
including technology, shopping trends, economic outlook, and
consumer types. Lisa specializes in synthesizing the results of
Euromonitor’s global consumer surveys into reports, articles,
and datagraphics that highlight key findings and business
implications.
Connect with Eileen
Connect with Lisa
EUROMONITOR
17
About Euromonitor International
About Passport: Survey
Euromonitor International is a global market research company
providing statistics, analysis, reports and breaking news on
industries, countries and consumers worldwide. We connect
market research to your company goals and annual planning by
analyzing market context, competitor insight and future trends
impacting businesses worldwide. Companies around the world
rely on us to develop and expand business opportunities, answer
Euromonitor International designs, executes, and analyses its
own consumer surveys. Every quarter, we survey thousands of
consumers around the world to uncover trends in consumer
behaviour, motivations, and preferences. Paired with our
countries and consumers research, our survey analysis provides
insights into the trends shaping consumer buying behaviour
around the world.
complex questions and influence strategic decision making.
Want more information? Request a demo of Passport Survey.
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