Archetype Framework [Research]

Focusing on user behaviours, archetypes highlight needs, motivations and pain points. They capture how groups think, feel and act in particular situations and scenarios.

Behavioural archetypes are deeper than market segments. They give a contextual view of a user's behaviours, needs and goals and are valuable for decision-making. Design Behavioural archetypes using insights from interviews, focus groups, user personas, market research and business goals. First, understand the motivational mindset of your users, as well as the environment they are in, through Surveys and Diary Studies.