Goodbye audience demographics. Hello behavioral archetypes

Understanding your core audience is critical to your product’s success. However, the old, outdated way of building audience demographics doesn’t allow you understand – and act upon – their pain points, motivations, and needs. Steeped in user behavior, we’ll show you how behavioral archetypes allow you to capture how your core customer base thinks, feels, and acts in particular situations and scenarios, allowing you to create consumer experiences tailor-made for your audience. After this session, you’ll be able to:

• Understand the difference between market profiles/personas and behavioral archetypes, and the inherent value each has in knowing your audience
• Define the contextual scenarios and motivational mindsets that drive the behaviors of your target segments
• Build your own behavioral archetypes that will set you up to make decisions with confidence, align stakeholders, identify features that resonate with your core users, and much more