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Lifestyles, how Echangeur brings you Personas on a tray

5 minutes

Access Panel

Rich in a 360° vision of consumer choices and purchasing dynamics, we deliver our latest vintage: comparable lifestyles between European countries. For the Access Panel 2020, 14,000 individuals interviewed in France, Belgium, Spain and Portugal were screened through our statistical analysis model. Overall, 10 personas identified that will influence the future of retail.

Better understand your consumers, to target just and build your customer relationship of tomorrow.

The Echangeur’s Access Panel teams have created 10 personas to help you better understand your consumers. These 10 personas track the evolution of the life cycle of individuals and will allow you to target just to build your customer relationship.

Let’s discover these 10 people.


Carefree Young adults et Evolving couples,
Young people looking for experience

In the midst of construction, these young people are waiting for new experiences in order to feel valued and unique.

Carefree Young adults

Carefree Young adults are students or inactive under the age of 30, living for the most part with their parents, looking for autonomy and beginning to build their lives. With a small budget, these digital activists are looking for time and looking for differentiating experiences that allow them to free themselves from the constraints of everyday life.




Evolving Couples

Evolving Couples are young couples, who are about 37 years old and are in the middle of building their homes. With relatively low incomes, they prefer the consumption of functionality to counteract the high weight of the constrained loads that affect them. Project owners to establish themselves and draw the future of their home, they are also very digitally engaged.




Hard Pressed, Tactician et Wealthies Families,
families looking for time

3 families who differ in their level of comfort and their budgetary room for manoeuvre, conditioning their consumption.

Hard Pressed families

Hard Pressed Families are the most fiscally constrained persona in segmentation. These families are in survival, adopting consumption to the essentials and will necessarily be sensitive to price policies. As a result of the health and economic crisis, their weight will undoubtedly tend to grow. Forced by time, they wait for their daily life to be made easier. If they are sensitive to digital, they do not make unbridled use of it.




Tactician Families

While Tactician Families are significantly less constrained than Hard Presseds, they still face a high weight of stress loads that affects their sense of ease. Tactician Families adopt optimized consumption and are always looking for good deals. Always at the heart of consumption, they nevertheless intend to carry out their projects, purchase equipment or renovation of their homes for example. These families approach digital in an enthusiastic way; it is above all a way of making their daily lives easier. Tactician Families seek new experiences and express the need to be valued through personalized offers.



Wealthies Families

Wealthies Families are financially comfortable and approach consumption in a hedonistic and uninhibited way. Their budgetary room for manoeuvre allows them to respond to their desire to undertake. They can serenely carry out their multiple projects. Wealthies Families do not hesitate to boycott brands for ethical reasons. In short, they have the means of their requirements and can afford to adopt a committed and responsible consumption. Very digitally engaged, they use this medium to respond to their perpetual race against time. Wealthies Families express the need to be recognized and seek extraordinary experiences.


Les Working singles,
financially constrained solos, but only décision-makers

Working singles

Working singles are single or divorced individuals, living alone in their home without dependent children, who are the only decision makers in their home. Carrying alone the weight of the burdens, they feel less comfortable with their income and have a very constrained budget. With a less dense family pattern, these individuals are considering fewer projects since they do not have, for example, the same needs as a family or a couple, and have a very pragmatic and reasoned approach to digital.




Modest et Golden middle-aged,
of the fifties with different lifestyles

Modest middle-aged

With a low income with a fairly high overall burden of constrained charges, the Modest middle-aged are almost 90% of them homeowners that they are still paying back. Project owners who are mainly focused on valuing their wealth, they seek to free themselves from time constraints but remain faithful to a more traditional consumption, not necessarily centered on online shopping.




Golden middle-aged

The Golden Middle-aged are homes with the highest incomes and wealth of all our people. Homeowners for 95% of them, almost 1 in 2 golden middle aged has already finished repaying their home loan, which is one of the corollaries that allows them to feel very comfortable with their income. Having both a large savings capacity and a substantial living space, they apprehend consumption in the mode of pleasure, which they do in particular by being over-engaged in digital.



Retired couples et Lonely Seniors, seniors with little digital commitment

Retired couples

Retired Couples enjoy a comfortable income as a whole. These retired couples, who have entered into a rational and responsible consumption, enjoy their food purchases from local producers, both for reasons related to the maintenance of social ties, health reasons, as well as environmental reasons. Because of their age, they are naturally less connected than the rest of the population, although the health crisis may change the situation, prompting them to resort to services such as The Drive.



Lonely Seniors

Lonely Seniors are single people, 54% of them divorced or separated and 26% widowed. The weight of the constrained loads is close to that of the overall population. However, Lonely Seniors do not feel comfortable with their income (for half of them). Their savings capacity is relatively low and they have to make trade-offs in their consumption, which they approach in a reasoned way. Like retired couples, they are little connected and far from new uses.


Caroline is in charge of the Access Panel studies of Echangeur.
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