Part of the brand analysis project undertaken during my Marketing Certificate course at UCLA Extension.

1. Consumer Segmentation
By Kripa Pattabiraman

2. THE AUTODIDACT
Segment 1

3. DESCRIPTION | “Let me take a shot at it.”
• They like being self-sufficient and are reluctant to depend on someone
else for help.
• When faced with a problem, they will not turn to an expert before they’ve
attempted to resolve it themselves. If they do seek help, they will attempt
to observe and learn from the expert so that they will be prepared to
resolve the situation the next time it arises.
• It’s important for these consumers to try out new things. Whether it’s
attempting to cook a dish they’ve tried in a restaurant or fixing a radio,
they are very hands-on.

4. • They are curious about life and are game for trying pretty much anything at
least once. They don’t shy away from experimenting with new things. They
like to try new restaurants, new brands, new activities, etc.
• Routines don’t bother these consumers. Either they will find a way to make
them interesting, or they will seek their thrill from other activities.
• They are problem solvers. They are handy around the house and often
consider themselves as the jack of all trades.
• These consumers are very prudent when it comes to spending money. They
won’t spend their money on something unless they’re convinced that it’s a
worthy investment and they’ll get as much value for their money as

5. THE UPPER-CLASS EXPERIMENTER
Segment 2

6. DESCRIPTION | “I’m one of a kind.”
• These consumers are usually well off and use their money generously to
keep improving their lifestyle and experience new things.
• They like taking the road less traveled, and crave uncommon experiences.
They are reluctant to follow the crowd and instead, develop their own
distinct way of being and doing things.
• They dislike routines, and will do everything possible to break out of it.
• While they might socialize in a circle of people not unlike themselves, they
will still consider themselves as being different from their friends.

7. • They like belonging to and identifying with a group. Yet, they will look for a
way to highlight their individuality.
• They are usually up to date with events from around the world. They
ensure that they’re always well-informed and that they can contribute their
unique perspectives to any discussion.
• They believe in utilizing all the time available to them as productively as
they can.
• When it comes to spending money, they care very little about value. They
are more concerned with whether whatever they spend their money on will
set them apart from the crowd.

8. The Common Thread
• The one thing that’s common between The Autodidact and The Upper-
class Experimenter is that they are both eager to try new things.
• However, the difference lies in the motivation behind their eagerness.
• The Autodidact likes to try new things because he or she is curious about
life, and wishes to learn and experience new things.
• The Upper-class Experimenter likes to try new things because he or she
wants to set himself or herself apart from the crowd.

9. Sources
• Ikea Logo: http://www.heart.co.uk/solent/win/ikea-bedroom-vouchers

10. Thank You.