global advertising agency Leo Burnett has recently made a tool that allows you to better understand why some consumers buy certain products rather than others. That is, what kind of behavior they have in relation to a number of levers. The instrument comes from a study that was based on nearly 10,000 interviews.
The behavior of a person than one type of product will depend from a cross between a behavior that can see themselves at the center (ME ) or the reference group (YOU) and a behavior typically addressed to change (CHANGE) or conservative (Preservation).
These axes allow to identify, through quantitative indicators, where one type of consumer is placed. Depending on the segment in which it falls you can identify the types of behavior and ways of being bound together . The rings are the way that appears to be gradually in a superficial way, or if a person, for example, tends to copy the style of dress is likely to be restrained in his behavior and will tend to conform in the way of thinking.
Leo Burnett has created a very interesting tool that consumers tend to frame the thousands of personality today's global market , trying to select multiple ways of being and concatenate them into four levers that seem to be well adapted to represent the modern consumer.
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