About Navegg EveryOne
The methodology consists of the collection of thousands of anonymous browsing cookies that were divided into 8 clusters, according to the factors that influence consumer behavior in the digital environment.
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Data Analysis turned into insight
Over 20 million transactions per month are analyzed from the first click on an ad until product check out.
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Qualified and highly relevant target
The clusters were divided, according to the analysis previously done, into quadrants and separated according to the consumption behavior, stage of life and age.
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Consumer behavior patterns
Information such as access link, and technology used, location, content and products researched are used to categorize each cluster.
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Consumer behavior
Factors such as rationality, emotion and affluence are used as indicators to identify consumer behavior in the digital environment.
Methodology
The essence of Navegg is to understand consumer behavior. This study was attended by mathematicians, psychologists, and sociologists. The study brings together our knowledge and experience to create a methodology for classifying consumers according to online behavior.
To create homogeneous groups considering behavior, using internet users’ reactions to rational and emotional stimuli associated to consumer purchasing power, both with support of classic psychosocial methodologies such as the Pyramid of Maslow and the Adoption Curve. Everything was done considering only the user habits and respecting the anonymity of those people.
The 8 groups
Explore our methodology.
The 8 clusters were divided according to: reason, emotion and affluence, the factors that influence behavior in the digital environment.
Winners
Winners are mostly secure and successful people. Professional success and financial power are some of the most remarkable characteristics of this cluster. They value uniqueness and tend to pay more for it and they are the first to analyze the variables that define the cost-benefit of what they wish to purchase. Quality, innovation and exclusivity may influence the purchase decision and they are hardly ever stopped by a financial problem. They are moved by their reason and are not usually enticed to do something they do not believe in.
- Color
- Royal Blue
- Their motto is
- Exclusivity
- Participation in the network
- 12%
- Average age
- 35-59 years
- Purchase motivations
- Exclusivity, Innovation
- Geolocation
- Major centers with high purchasing power
- Most common connection types
- Corporate, Mobile
- Most used devices
- Laptop, Mobile, Tablet
- Dominant social class
- Class: A
- Careers commonly pursued
- Consultants, Entrepreneurs, Executives, Managers
- Characters that may represent them
- Miranda Priestly (The Devil Wears Prada)
- Walden Schmidt (Two and a Half Men)
- Bruce Wayne (Batman)
- Christian Grey (50 Shades of Grey)
- Main products surveyed
- Sporting goods, Imported drinks, Imported cars, Decor, High standard properties, Jewelry and watches, Books, Exclusive travel (ex: Dubai, Tahiti, Aspen, Istambul, Ilhas Cayman)
- High affinity with
- Apple, Sony, Blackberry, Ferrari, Porsche, BMW, Mercedes Benz, Chanel, Louis Vuitton, Prada, Hermès, Dolce & Gabbana, Gucci, Mont Blanc, Rolex, Tiffany, Ray-Ban, Armani, Nike, Diesel, Lacoste, Johnnie Walker, Ballantine's, Grey Goose, Imperia
Explorers
Explorers are usually adventurers in search of new experiences. They tend to be highly connected, bold, curious and they value the inner satisfaction of living life intensely. Explorers usually accept technological developments and innovative products first and create trends. They are tempted by new products and do not mind paying a bit more for something if they have freedom of choice.
- Color
- Purple
- Their motto is
- Innovation
- Participation in the network
- 17%
- Average age
- 18-34 years
- Purchase motivations
- Progress, Innovation
- Geolocation
- Big cities that are a major or medium level financial centers
- Most common connection types
- Corporate, Domestic
- Most used devices
- Laptop, Mobile, Tablet
- Dominant social class
- Class: B
- Careers commonly pursued
- Engineering, Technology professionals
- Characters that may represent them
- Chuck (Chuck series)
- Elizabeth Gilbert (Eat, Pray, Love)
- Katniss Everdeen (Hunger Games)
- Main products surveyed
- Sporting goods, Electronics, Gadgets, Exotic restaurants, Adventure trips (For example: Backpacking to Eastern Europe or Asia)
- High affinity with
- Apple, Android, Samsung, Electrolux, LG, Land Rover, Harley Davidson, Hyundai (Veloster), Marc Jacobs, Micheal Kors, Calvin Klein, Levis, Morena Rosa, Colcci, Pandora, Asics, Adidas, Timberland, Jack Daniels, Starbucks
Followers
These people believe their personal image is above everything. Trendy people wish to give the impression that they are always updated and connected to the news. They are responsible for replicating everything that was tested by the Explorers, as they are tuned to all trends. They tend to consumerism as they give too much value to the sophistication and appearance of what they want and they usually buy in big quantities. Typically, they are concerned with the products’ reputation and luxury.
- Color
- Pink
- Their motto is
- Fashion
- Participation in the network
- 16%
- Average age
- 18-34 years
- Purchase motivations
- Fashion, Trend, Celebrities using
- Geolocation
- Major and medium financial centers
- Most common connection types
- Mobile, Small and medium enterprises
- Most used devices
- Laptop, Tablet, Mobile
- Dominant social class
- Class: A/B
- Careers commonly pursued
- Architects, Designers, Photographers, Models, Advertisers
- Characters that may represent them
- Brittany and Tiffany Wilson (White Chicks)
- The Clueless
- Rachel Green (Friends)
- Carrie Bradshaw (Sex and the City)
- Main products surveyed
- Decor, Electronic equipment, Gadgets, Jewelry and Watches, High standard properties, Luxury cars, Clothing and fashion accessories, Products for pets, Popular trips (For Example: Buenos Aires, Miami, Punta Cana)
- High affinity with
- Apple, Android, Sony, Mercedes Benz, BMW, Audi, Toyota, Honda, Louis Vuitton, Dolce & Gabbana, Gucci, Micheal Kors, Calvin Klein, Nike, Lacoste, Pandora, Tiffany, Ray-Ban, Johnnie Walker, Chandon, Starbucks
Ostentação
The rise was something that happened quickly in their lives, so they spend without thinking and often value packaging over substance. Emulators tend to be superficial, materialistic and extravagant. They wish everything that appears in the media, which reflects the status quo and therefore end up buying everything that is in evidence. They are commonly taken the decision for a boost and to satisfy an immediate desire.
- Color
- Red
- Their motto is
- To show off
- Participation in the network
- 14%
- Average age
- 18-35 years
- Purchase motivations
- Luxury and status, Quick delivery
- Geolocation
- Small and medium centers with high purchasing power
- Most common connection types
- Domestic, Mobile
- Most used devices
- Mobile
- Dominant social class
- Class: A/B
- Careers commonly pursued
- Artists, Actors, Former Big Brother participants, Funkeiros, Soccer players, Musicians
- Characters that may represent them
- Jackie and David Siegel (The Queen of Versailles)
- Jordan Belfort (The Wolf of Wall Street)
- Blair Waldorf (Gossip Girl)
- Main products surveyed
- Imported drinks, Imported cars, Electronics, Gadgets, Jewelry and watches, High standard properties, Clothing and accessories, Popular trips (ex: Caribbean, Miami, New York, Cancun, Punta Cana)
- High affinity with
- Apple, Samsung, Blackberry, Chevy Camaro, Honda, Suzuki, Armani, Juliet, Louis Vuitton, Oakley, Tommy Hilfiger, Lacoste, Rolex, Chandon, Johnny Walker, Absolut
Fighters
Warriors are usually fathers or the person responsible for the upkeep of the house. They can be represented by the Baby Boomers and are usually workaholics who do not have time to enjoy their purchases and live on a tight budget. They work hard and the main goal is to meet the family’s basic needs and to live a comfortable life. Warriors hardly buy superfluous items and usually calculate every penny before finalizing a purchase. They tend to consume products that meet their family needs.
- Color
- Green
- Their motto is
- To save money
- Participation in the network
- 10%
- Average age
- 35-54 anos
- Purchase motivations
- Discount, Disclaimer of interest
- Geolocation
- Small and medium centers average purchasing power
- Most common connection types
- Domestic, Small and medium enterprises
- Most used devices
- Desktop
- Dominant social class
- Class: C
- Careers commonly pursued
- Traders, Financial accountants, Micro-entrepreneurs, Workers, Taxi drivers, Finance and Administrative technicians
- Characters that may represent them
- Lorelai Gilmore (Gilmore Girls)
- Chris Gardner (The Pursuit of Happyness)
- Julius Rock (Everybody Hates Chris)
- Main products surveyed
- Second hand cars, Homes & Construction, Appliances, Electronics, Furnishings, Products for family
- High affinity with
- Electrolux, Brastemp, Consul, LG, Samsung, Acer, Positivo, Fiat, Volkswagen, Chevrolet, Big, Condor, C&A, Marisa, Pernambucanas, Havan, Coca-Cola, Nestlé, Unilever
Transformers
Idealists are people who seek to change the world by working or supporting a cause. These consumers tend to be less materialistic and more intellectual. They value the society, the environment and education. Typically, they look for products that are environmentally friendly and accept to pay more for it. Idealists are optimistic and believe that it is possible to transform the world by taking small actions every day.
- Color
- Light green
- Their motto is
- Sustainability
- Participation in the network
- 11%
- Average age
- 18-39 years
- Purchase motivations
- Added value, Sustainable and cultural advantages
- Geolocation
- High and Medium financial centers
- Most common connection types
- Academic, Small and medium enterprises
- Most used devices
- Desktop, Laptop
- Dominant social class
- Class: B/C
- Careers commonly pursued
- Social workers, Biologists, Researchers, Teachers, Psychologists, Students
- Characters that may represent them
- Erin Brockovich
- Lisa Simpson
- Phoebe Buffay (Friends)
- Main products surveyed
- Healthy foods, Courses, Line A home appliances, Books, Pet products, Alternative therapies, Cultural trips (Example: backpacking to Camino de Santiago, Machu Picchu, Egypt, South Africa)
- High affinity with
- Google, Greenpeace, Electrolux, Brastemp, Nissan, Nestlé, Danone, AmBev, Mundo Verde, Matte Leão, Natura, O Boticário, Itaú, Santander
Conservatives
Conservatives are mostly traditionalists, methodical and do not usually do anything to escape the rules. They typically follow dogmas, respect institutions and try to teach the whole family the same consumption method. For them, buying is closely linked to security and good prices and they usually buy everything that reflects their beliefs and traditions. In addition they are extremely attached to brands they are familiar with.
- Color
- Yellow
- Their motto is
- To follow the rules
- Participation in the network
- 8%
- Average age
- 39-59 years
- Purchase motivations
- Trust, Price
- Geolocation
- Small and medium financial centers
- Most common connection types
- Domestic
- Most used devices
- Desktop
- Dominant social class
- Class: C/D
- Careers commonly pursued
- Housewives
- Government employee
- Sales representatives
- Bank technicians
- Characters that may represent them
- Ned Flanders (The Simpsons)
- Lineu Silva (A Grande Família – brazilian TV series)
- Charlotte York (Sex and the City)
- Jack Byrnes (Meet the Parents)
- Beau Bennett (The Ranch)
- Main products surveyed
- Food, Religious articles, Cosmetics, Appliances, Off-season tour packages, Products and services related to security
- High affinity with
- Avon, Monange, Semp Toshiba, Sharp, Ford, Chevrolet, Volkswagen, Maizena, Bombril, Toddy, Nova Schin, Soya, Quaker, Gina, Banco do Brasil, Caixa Econômica Federal, CVC
Unpretentious
Laid backs are mostly easygoing people who do not worry about the future and wait for easy opportunities. They tend to spend a lot of time at home and do not plan the future, therefore they tend to consume products that have convenient payment option. The purchase is related to low price and the momentary happiness feeling. Laid backs are motivated by credit facilitation and the quick purchase opportunity.
- Color
- Orange
- Their motto is
- Passivity
- Participation in the network
- 12%
- Average age
- 18-35 years
- Purchase motivations
- Credit and ease of payment, Limited period offer
- Geolocation
- Small and large centers with low purchasing power
- Most common connection types
- Domestic
- Most used devices
- Desktop
- Dominant social class
- Class: C
- Careers commonly pursued
- Government employee
- Workers
- Characters that may represent them
- Haley Dunphy (Modern Family)
- Jake Harper (Two and a Half Men)
- Joey Tribbiani (Friends)
- Jameson "Rooster" Bennett (The Ranch)
- Main products surveyed
- Food, 3-chip cell phone, Electronics, Medicines, Motorcycles, Music, Soap opera, Clothing and accessories, Cable TV
- High affinity with
- Avon, Riachuelo, 25 de Março, Consul, Britânia, Continental, Cadence, Motorola, LG, AOC, Polishop, Honda Biz, Giraffas, Habbibs, Bhrama, Kaiser, 51, TopTherm
Solutions
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