Ben, Educated Enthusiast
Wanting to buy what’s best, this group shops around for the ideal product, goes to specialty shops and gets advice to guide them. They are competitive, but mostly against themselves – always looking to “better their best."
READ More Jeannene, Convenience Craver
Looking to make quick trips, this group prefers retailers with multiple products and brands for one-stop shopping, and don’t have a strong brand preference.
READ More Krystal, Confident Competitor
Socially (and athletically) competitive, this group shops brands they know to showcase their style. They care more about the opinions of friends than experts and want the brands they shop to share their values.
READ MoreRachel, Experienced Loyalist
Confident in their knowledge, this group sticks with the brands they like and looks to buy from them directly.
READ More Mike, Price and Guidance
Shopping at multiple stores based on their needs, this group cares about price and follows the advice of others (mainly friends) in making decisions.
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