SEGMENT 3

The Grounded Skeptics

They have a cautious approach towards technology, representative of a broader skepticism found in today's market. Their preference for in-store shopping and concern for privacy points to a significant group that doesn't subscribe to the promises of a digital life, emphasizing the need for transparent, secure, and user-focused technology offerings.

Characteristics

Skeptical of over-reliance on technology, as shown by their in-store shopping preference and concern for privacy.

Low impulse purchasing based on trends, suggesting a thoughtful and deliberate decision-making process.

Concern for falling behind on current trends might indicate a more cautious approach to adopting new technologies.

Express less interest in social media and more traditional media consumption habits.

Demographics

Approach and Message Strategies & Tactics

A. In a nutshell

This segment is questioning the benefits that technology may bring - or at least the balance that pluses and minuses that may come along.

People belonging to this group need reassurance and a clear focus on how technology makes life better without causing upheaval and moving away from established comfort zones. Emphasize reliability, user control, data privacy, and how your offerings complement (rather than completely push out and replace) traditional ways of doing things. Too much change and many steps ahead may be scary, stick to an incremental approach.

B. Ways to approach them

C. How Your Brand Should Come Across

Brand Persona:

Trustworthy, secure, and user-friendly. Your brand champions reliability and helps them navigate technology without feeling overwhelmed.

Emphasize:

Ease of use, data privacy, tangible benefits, and how your offerings enhance their traditional ways of doing things.

Visuals:

Simple, clear visuals that evoke a sense of familiarity and comfort.

Example Slogans:

"Technology made simple."" 2. "Your trusted guide in a changing world." 3. "Enhance your life, not upend it."

D. Tech Incorporation by Sector - Ideas

Grocery Retail:

Price-comparison tools, apps to find local alternatives, in-store navigation that's not overly dependent on tracking.

Fashion Stores:

Focus on clear online return policies, customer support hotlines, emphasizing human touch.

FMCG:

Simple QR code-driven "smart labels" for ingredient transparency, product origin stories, recycling tips

Homeware Stores:

Online "room planner" tools with simple drag-and-drop features, focus on long-term durability and guarantees.

Financial Institutions:

Voice-controlled banking, intuitive budgeting interfaces, fraud alerts with clear step-by-step resolution assistance.

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