User archetypes are useful tools to segment and succinctly describe the different drivers, behaviours and needs observed throughout research. CDR behavioural archetypes are representations of actions and general attitudes toward data sharing.
About CDR behavioural archetypes
⬛️ Sceptic Low propensity to consent
🟧 Assurance seeker Medium Low propensity to consent
🟨 Sensemaker Medium High propensity to consent
🟪 Enthusiast High propensity to consent
CX research spanning Q1 2020 to Q2 2023 has informed and tested the mapping and attributes of the CDR behavioural archetypes. A pool of 383 participants have been assigned to a CDR behavioural archetype. Archetype descriptions, behaviours and details may be iterated as CX research continues.
Design rationale
The following illustrates an analysis and mapping that proposes how certain design patterns tend to the needs and expectations of the behavioural archetypes. For each item, the main (or primary) archetype targeted by the design pattern has been called out. However the additional archetypes that would benefit from these patterns are also listed.
Mapping participants to archetypes
Participants complete survey questions to self-assess their attitudes towards data sharing, privacy, general trust in Government and Industry, as well as digital adoption habits. Participant responses are used to assign them to one of the 4 CDR behavioural archetypes.
Participants are surveyed twice to allow for a comparison of any changes in behaviour due to the CDR use case.
- Before the research session to understand their existing attitude. This set of questions establish their baseline archetype, and gives an indication of general behaviour.
- At the end of the research session to understand their attitude in the context of the CDR process and proposed use case.
The step-by-step process is outlined below.
Step 1: Collecting baseline data (before research session)
Step 2: Using and modifying baseline data
Step 3: Mapping baseline scores to archetypes
Step 4: Collecting contextual data (at the end of research session)
Step 5: Using and modifying contextual data
Step 6: Mapping contextual scores to archetypes
CX research has focused on recruiting consumers with differing attitudes, literacies, and access requirements, as well as those with varied backgrounds, needs and experiences. For figures and percentages, see Participant demographics - CDR behavioural archetypes
Last updated
This page was updated @April 24, 2024
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