The four were created based on analysis thousands of surveys sent to U.S. adults. The key dimensions are Attitudes (positive vs. negative) and Actions (protective vs. non-protective).
- Careful Optimist – positive attitude and takes protective actions
- Lax Dreamer – positive attitude but does not take protective actions
- Remiss Pessimist – negative attitude and does not take protective actions
- On Guard Cynic – negative attitude but does take protective actions
Each U.S. adult is uniquely classified at the individual (not household) level allowing you to tailor your messaging and offers to people in each segment.
Ask about a complementary Pandemic Persona analysis.