Masso Group

"A new crop of consumer influencers maintain a wider range of media behaviors, possess a higher degree of market smarts and attitude, and are highly skilled at spreading the word." The consumer has a new face -- again. Yet another wave of millennial consumer taxonomy is headed down the pike. Where once the terms "soccer mom" and "metrosexual" were enough for marketers to target stay-at-home matriarchs and young, urban males, ...

a rise in new media and more-fluid career paths have led researchers to uncover new consumer targets. These influencers maintain a wider range of media behaviors, possess a higher degree of market smarts and attitude, and are highly skilled at spreading the word.

Consumer Eyes, a New York-based marketing firm, recently released its first collection of data on the subject in a book titled "Karma Queens, Geek Gods, and Innerpreneurs." After culling thousands of brand insights -- S.C. Johnson & Son, Motorola, PepsiCo, and P&G are on its client roster -- using the consultancy's Consumer Immersion process, founder Ron Rentel and his team selected nine C-Types of true-to-life consumers who they believe should be on every marketer's radar.

The resulting profiles may sound like stylized caricatures, but they're personas with tangible auto, wardrobe and mixed-media preferences, the company said. And while the book notes C-Types are not a "black box to success," Consumer Eyes hopes its research sparks creativity in marketing innovation.

Here's a handy guide to the nine new consumer influencers. Along with some suggestions from Consumer Eyes, we've matched each character with a better-known celebrity counterpart. Just to give, you know, the bigger picture.

 

(Source: Advertising age)