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Jungian Archetypes - Part 1 - Foundation

POSTED IN: Data Analytics & Visualization Blog

Exploring Jungian Archetypes for User Segmentation in Modern Marketing:

Link to PPT Deck in Progress - Jan 6th:




  • CARL JUNG - Swiss psychiatrist and psychotherapist who founded analytical psychology his Idea of archetypes was based on Kant's categories, Plato's Ideas, and Schopenhauer's prototypes
  • Using IBM Watson Personality Insights how might we map the 52 Signals (Big 5, Needs and Values) to a Jungian Archetype model. 
  • If validated. might this linkage be used to develop user segmentation methods of value?


“Market segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries who have, or are perceived to have,
common needs, interests, and priorities, and then designing and implementing strategies to target them.”



  • How might we segment 1 million customers to better engage them?
  • What do we know about the population?
  • What motivates them?  And why?
  • How do we begin to segment and organize?
  • What Brands have highest / lowest resonance … and how can we can test + validate?



  • The Innocent

  • The Hero

  • The Regular Guy

  • The Nurturer

  • The Creator

  • The Explorer

  • The Rebel

  • The Lover

  • The Magician

  • The Ruler

  • The Jester

  • The Sage







Initial Mapping for First Hypothesis to be tested:




The InnocentZoeoptimist, utopian, honest, reliableegoorderFairtrade, Sesame Street, Hello Kitty, Pampers, Oreo
The HeroMichaelwarrior, rescuer, crusader, athleteegoegoUS Marines, Nike, UnderArmor, Go Pro
The CitizenMatteveryman, regular-guy, servantegosocialBudweiser, Walmart, Ford, NASCAR
The NurturerStevenhealer, angel, caregiver, altruist, helperegosocialWhole Foods, Dove, Salvation Army, J&J, Tylenol
The CreatorAnnartist, entrepreneur, visionary, storytellersoulegoCrayola, Lego, Apple, Moleskine
The ExplorerBonnieadventurer, pioneer, seekersoulfreedomNorth Face, Red Bull, Subaru, Mountain Dew, REI
The RebelRichardactivist, maverick, reformer, gamblersoulfreedomVirgin, Tesla, Indian Motorcycle, Obey, Vans 
The LoverHeatherhedonist, matchmaker, companionsoulsocialeHarmony, Lindt, Victoria's Secret, Hallmark, Tiffany
The MagicianRyanengineer, magician, scientistselfegoDisney, NASA, IBM Watson, HBR
The RulerRobertboss, patriarch, judge, ambassadorselforderRolex, Dos Equis, Goldman Sachs, Bentley
The JesterGwentrickster, entertainer, clownselffreedomGEICO, Adult Swim, M&Ms, SNL
The SagePaulmentor, scholar, shaman, thinkerselforderEconomist, NY Times, National Geographic, TED, McKinsey

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About the Author

Ryan Anderson

Ryan Anderson

Hi! I like to play with data, analytics and hack around with robots and gadgets in my garage. Lately I've been learning about machine learning.

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Created: July 25, 2014


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