HumanKind is about understanding people and their behavior. By looking through a human lens, we can change how people feel, think and behave. PeopleShop is the proof. It is about understanding people and their behavior when they shop. People Live. People Work. People Play. People Use. And PeopleShop. Shopping is part of the human journey. PeopleShop is not just a name. It is a system that enables us to tell a cohesive story. It is part of our HumanKind philosophy. Supporting our PeopleShop philosophy is PeopleShop, a landmark study of more than 13,400 shoppers in 24 categories across seven markets. This study is designed to diagnose shopping behaviors across 40 different touch points and channels. Told through the lens of six shopper archetypes, PeopleShop highlights different behavior patterns of shopping modes, needs and touch points. By applying these patterns to categories, countries and channels, we can predict how people will shop. PeopleShop is an investment in our future. It is our engine for growth.

1. Shoppers are fascinating, mysterious creatures. Who else can walk into a store intent on buying a gallon of milk and instead walk out with two plums
and a bottle of dishwashing liquid? Leo Burnett and Arc Worldwide recently conducted research that reveals the attitudes, behaviors and motivations
of shoppers from North America and Europe. Learn how people shop differently for televisions versus, say, jeans. Who are the dominant shoppers in
different categories? What factors influence their decision making? In short, who the heck are these people and what makes them tick? And tock.
For more insights and detailed research findings regarding how people shop, contact nick.jones@arcww.com.
When I shop categories like
When I shop categories like
I do
I do
ch an g in g , l e arn in g , b arg ain hu nti ng & g o - g etti ng
le arn in g & go - gettin g
and I want
and I want A DV ICE , INFO R M AT I O N , B EST P R I C E ,
A DV ICE & IN FORMATI O N S P ECIA L O F F ER S, F LEXIB I L I T Y & I N S P I R AT I O N
so I use so I use
=
9
3
6
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8
5
2
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4
7
1
Quality Seeker
Check for quality credentials
[ T H I N K E R S : Rationally driven. Seek information to help validate decisions. ] Strategic Saver
Layer multiple saving strategies
thoroughly and diligently to maximize value
When I shop categories like
When I shop categories like
I do
I do
ex plorin g, cruising , g o - g et t in g & l e arn in g
b arg a i n hu nti ng & c r u i si ng
and I want
and I want
A TRE AT, IN SPI R ATIO N, A DV ICE & F LEXIBILIT Y
so I use A T R E AT & S P EC I A L O F F E R S
so I use
Passionate Explorer
Shop for the experience and
[ F E E L E R S : Emotionally driven. Seek fun and pleasure from the experience. ] Opportunistic Adventurer
Bargain shop just for spontaneous fun
to discover new trends
When I shop categories like When I shop categories like
I do I do
r e - stockin g, go - get t in g , & p it - st op p in g b arg ain hu nti ng & r e - sto c k i ng
and I want and I want
EFFICI EN CY & FLEXIBILIT Y BEST P R I C E & E F F I C I E N CY
so I use so I use
Habitual Sprinter
Default to usual choices
[ D O E R S : Functionally driven. Seek to minimize time and money spent. ] Dollar Defaulter
Look to the lowest price
to minimize time and effort to simplify decisions
sh op p er tou ch p oi nts
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p ho ne s ins u ra nc e me at s S ou rc e s Media S h op s Ve h i c l e s
QSRs fas hion c andy organi c cosmet ic s c a nne d soda casual kitc he n d ete rg e nt S p e c i a l i ze d E n ga ge m e nt Va l u e
fresh food fo o d re st a u ra nt s re d e s ig n Ret a i l Tool s C e nte r s
© 2012 Le o Bur nett / Arc Wor l dwide