Microsoft wanted to support financially constrained consumers in emerging markets to be fully connected to mobile information & content. To help drive this ambition we developed new consumer archetypes as well as mapping thousands of behaviours. The result was a fully defined map of their markets and customers, which was used to form the backbone for their mobile Portfolio.
The archetypes were used as emotional and meaningful “shorthand,” one that assisted in creating great connections with their audience. Archetypes were also an effective way to manage the meaning of the Microsoft brand-story, leading to greater differentiation and therefore to increased pricing power.