Grouping consumers solely by demographics while 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. We’ve profiled 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 you valuable insight on what consumers want and need, even distinguishing among those in the same demographic group.

Best ways to target the Inspired Adventurer

Inspired Adventurers are very future-focused. They are cautious about how they spend their money and eager to accomplish larger life goals such as moving abroad or being self-employed. Inspired Adventurers value high-quality products and actively seek value for money. They are not very loyal to brands and are likely to try new products.

Companies and retailers that competitively price their products may be able to entice Inspired Adventurers into switching to new products, as long as those products contain the same main features as their usual purchases. The Inspired Adventurer has the potential to be a key audience for new brands, products and private label companies looking to expand their reach.

Suggestions from brands and retailers about alternative cheaper options to their usual purchases, especially through loyalty rewards programmes, could also facilitate this segment’s decision making and potentially lead to more impulsive purchases.

By: Amrutha Shridhar

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