Spiegel Institut Mannheim has developed a new consumer typology for market segmentation based on an innovative approach. The basis for this segmentation constitutes the Product Experience Model, also developed by us, which initially directs attention to products. Within the scope of this model it comes down to how a product is classified with regard to a variety of domains. These domains are functionality, practicality, interaction, emotionality, status and effectiveness. Aside from that, this model visualises very impressively, which is why Apple’s iPhone, for example, is so successful and is received with so much inspiration.

As a derivation of the Product Experience Model attention is steered away from the product and onto the consumer. The basis of consideration is that consumers perceive products in a lot of different ways. A variety of aspects are important to them, and they take notice of various characteristics as well as the social appeal of products.  Against this background we have developed a segmentation approach which looks at the way a product is perceived in its entirety and likewise considers the buying process as well as the social appeal of a product. In a first step dimensions emerge to which consumers apply a significant amount of differentiation. These include a known range of criteria such as affinity for brands or orientation to price. But there are also innovative dimensions such as, for example, attachment (does anyone also use or buy a product in order to gain affiliation with others?), prestige (what outwards effect do I generate with a product on my social environment?) or purchase stimulation (does anyone buy things now and then simply because the purchase and the buying process stimulates them?).

These dimensions constitute in the final stage the foundation for the creation of consumer types. We could distinguish nine types by using this approach, providing a significant way to make distinctions with regard to the aforementioned differentiation of products. As an example, the technophile hedonist, who functions as a trendsetter and role model for others has strong brand awareness but does not have a strong orientation to price. He is inspired by innovative products and cutting-edge technology, is usually male and on average 39 years old. One could call him the typical Apple customer.

Dirk Obermeier, project manager at Spiegel Institut Mannheim, expands on this: "We are convinced that this approach is more commercially relevant than the segmentation strategy, which, for example, bases itself on lifestyles. Whilst these do indeed, describe the various consumer environments well, they are however, less appropriate for understanding the criteria consumers use to make their decisions when buying products. With our approach the consumer’s product-related requirements and needs are in focus."