Quiz: Module 7, Lesson 1 - Meet Your Future Customer: Profiling the 2026 Consumer

Instructions: Answer the following questions based on the lecture notes for M7, L1.

Part 1: Multiple Choice

1. Which future consumer archetype is defined by a search for radical transparency, objectivity, and a desire to cut through marketing spin? a) The Autonomists b) The Synergists c) The Gleamers d) The Impartialists

2. A brand that provides tools, knowledge, and platforms to help people build their own systems and become more self-sufficient would be most appealing to which archetype? a) The Autonomists b) The Synergists c) The Gleamers d) The Impartialists

3. The "Gleamers" see joy as a necessary antidote to the anxieties of modern life. How would a brand best connect with this archetype? a) By providing raw, unfiltered data and specifications. b) By creating products and experiences that bring people from different backgrounds together. c) By focusing on the small, sensory details and creating moments of unexpected beauty and playfulness. d) By offering products that promote independence and resilience.

Part 2: Short Answer

4. The lecture argues that marketers need to move from demographics to psychographics. What is the key difference between these two approaches to understanding consumers?

Answer Key

1. d) The Impartialists. 2. a) The Autonomists. 3. c) By focusing on the small, sensory details and creating moments of unexpected beauty and playfulness. 4. (Sample Answer): Demographics group people based on objective, external characteristics like age, gender, location, and income. It describes who people are on the outside. Psychographics, on the other hand, group people based on their internal characteristics, such as their values, beliefs, motivations, anxieties, and overall mindset. It describes why they behave the way they do. The lecture argues that psychographics are more useful for understanding modern consumers because people with the same demographics can have vastly different worldviews.