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‘Urban Behaviours’
– Typologies to Understand Urban Lifestyle
‘Urban Behaviours’
is a behavioural approach to understanding lifestyle
developed between Teleconomy and the Henley Management
College. Drawing heavily on anthropological theories
whilst also having roots in the academic fields of sociology
and psychology, Urban Behaviours explains the patterns
of urban lifestyle.
As a methodology it can be applied to deepen our client’s
understanding of consumption, explaining the motivations,
influences and attitudes that lie behind everyday purchasing
and lifestyle decisions.
Behaviour is influenced by
the ‘space’ that we occupy – location
and context are key influences on how we behave and
interact with the each other, organisations, brands
and products. The typologies created as part of this
methodology map out Time and Space, illustrating how
and why people spend their time across different urban
spaces – they paint a picture of lifestyle and
explain the influences on consumption.
The methodology is based around
a series of typologies that are applied specifically
for each client situation. The specific questions work
in conjunction with the background of the typologies
to enable a rich understanding of consumption and explain
the behaviours that lie behind such patterns.
Core Aspects of Urban
Behaviours
- Focus on the key demographic
of 15 – 35 year olds
- Features eight cityscapes
– London, Birmingham, Leeds, Manchester, Liverpool,
Bristol, Leicester and Sheffield
- A continuous programme
of ‘rich’ qualitative interviews –
incorporating both ethnographic interviews and focus
groups
- Every client can input
ideas and research themes into the qualitative topic
guides, therefore enabling specific findings for each
client
- Usually conducted in waves
of 1,000 quantitative interviews every 6 months
- A consultant designs each
wave specifically for the client; every client therefore
receives an individual debrief from 1,000 interviews
designed specifically for them
- Access to a managed ‘bank’
of consumers that enables an ever-deepening understanding
of an individual’s lifestyle and sampling that
can target specific groups. Unlike a panel, ‘fresh’
consumers are continuously added, whilst the profile
of existing members is increasingly enriched and sampling
of each wave can be tailored.
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Related Articles
Profiling city life. By
Paul Hudson.
The contrast in lifestyles accross cities
has huge behaviour and marketing implications.
More..
Who's got the
best city? By Stephanie Crawford.
Every city consists of a dynamic and fluid
population and they are the defining factors
of that city… they make the city what
it is. More..
The Social Mobile
User. By Nick Lomax.
Urban Behaviours allows us to examine the
underlying reasons why people use their
mobile phones differently. More..
Urban Typologies.
Click
here to see an overview of these groups.
Urban Behaviours
in the news
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