321) Data-Informed Behavior

(Image from AdAge.)

I love archetypes, as a means of explaining behavior. Yesterday, Leo Burnett unveiled a new framework (wheel), a "data-informed way of organizing behavior" based on more than 10,000 behaviors. That an archetype chart like this is based on actual data instead of speculation/stereotype is not only impressive, but quite valuable to the planning community. Still trying to wrap my head around all the tensions displayed (while helping my friend Justin, who is staying with me for a couple nights, get ready to go out).

You can read more about the new tool here.