The Six Tribes Of COVID-19, A New Consumer Segmentation Schema

Six substantive waves of multinational consumer research studies into the COVID-19 pandemic, Kantar has defined a new consumer segmentation schema based on how the crisis has transformed consumer psyches and behaviors.

Ranging from the biggest segment ("Good Citizens," representing 22% of the population) to the smallest ("Ostriches" and "Hibernators," 12% …

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