And this can also be seen in consumption patterns. Understanding the customer is a crucial part of our work at Kuudes Kerros. We accordingly decided to conduct a thorough study of the motives and most recent trends underlying consumer choices and tour the whole of Finland to interview ordinary people.
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Huolenpitäjät

Caretakers consider what’s best for their families and communities. They seek stability and security in life.

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The Autocrats
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Itsevaltiaat

Autocrats seek to stand out from the crowd. Creativity and the latest trends are an integral part of their daily lives.

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The Caretakers
The Uncompromising
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Tinkimättömät

The Uncompromising enjoy things of beauty that have been made with care. Less is more in their lives.

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The Autocrats
The Bystanders
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Sivulliset

The Bystander settles for little and plays by the rules, viewing everything new and unusual with suspicion.

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The Uncompromising
The Dreamers
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Unelmoijat

Dreamers are eternal optimists who build castles in the sky, filling their lives with experiences, relationships and beauty.

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The Bystanders
The Curious
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Uteliaat

The Curious are thirsty for knowledge, and are often inveterate DIY enthusiasts.

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The Dreamers
The Devoted
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Vakaumukselliset

Responsibility is the key criterion for the Devoted. Their happiness requires choices that are in harmony with their internal values.

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The Curious
The Ambitious
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Kunnianhimoiset

Ambitious people are driven by a desire to succeed. They are demanding consumers and punctilious about style.

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The Ambitious
  • The Caretakers
  • The Autocrats
  • The Uncompromising
  • The Bystanders
  • The Dreamers
  • The Curious
  • The Devoted
  • The Ambitious

Timeline

2008
September

Publication of our study “8 windows on the future”
in association with TNS Gallup

2013

Start of our study: “The Informed Consumer”
Qualitative interviews x 38 and quantitative
research n=1100

2014
April

Release of “The Informed Consumer”

2014
July

Publication in the International
Journal of Marketing Studies

2014
December - January

Qualitative interviews x 8

2015
July

Publication in Kuluttajatutkimus.Nyt

2015
April

Release of first update

2016

Quantitative research n=1100,
Qualitative interviews x 9

2016
June

Release of second update

2016
May 2016 - January 2017

“The Informed Consumer” in Sweden
Quantitative research n=1100,
Qualitative interviews x 30


The Kuudes Kerros Concept Lab is a customising workshop package for businesses seeking to accelerate their concept development processes and make their concepts more customer-oriented. The workshops focus on customers and come to grips with their everyday lives using our Aware consumer tool and ethnographic research methods.

Read more about Concept Lab