FREED Guide · Understanding the Customer
Customer archetypes: what they are and how to build them with research
A customer archetype is an evidence-based model that represents the behavioral patterns, motivations and frustrations of a group of real users. In this guide we bring together our articles on archetypes, buyer personas, empathy maps and the research methods that feed them —in-depth interviews, ethnography and visualizations such as the customer journey— organized as a path to go from data to a model your team can actually use to make decisions.
Featured guide
Customer Archetypes: What They Are and How to Identify Them
A customer archetype is a representation of people's characteristics, motivations, and behavioral patterns.
Read the guideFundamentals: archetype, buyer persona and empathy map
Before modeling, you need to be clear on the concepts: what an archetype is, how it differs from a buyer persona, and which tools help you synthesize what you discover.
The research behind a good archetype
An archetype without research is just an assumption with a name. These methods give you the evidence: in-depth conversations, observation in context and the customer's complete journey.
In-depth Interview: From Design to Analysis (with Examples)
What an in-depth interview is, and a guide for its design and analysis. Plus, we share examples so you can apply them in your research.
![Ethnography in the Design and Development of Collaborative Systems [Reflections]](/content-images/f170a584-etnografia-portada.jpg)
Ethnography in the Design and Development of Collaborative Systems [Reflections]
Reflections on the role of ethnography in the design and development of collaborative systems, and the existing gaps between observations and design outcomes.
![Customer Journey: What it is and How to Map it [Complete Guide]](/content-images/6b03118e-portada-user-journey.jpg)
Customer Journey: What it is and How to Map it [Complete Guide]
Customer Journey Guide. We explain what it is and the step-by-step process to correctly map it in your customer research projects.
Customer Journey Map: 5 Common Mistakes and How to Avoid Them
The five most common mistakes made when mapping a Customer Journey. Discover why they are important and examples to help you avoid repeating them.
FREED case: archetypes of mobile banking users in Chile
An applied example from start to finish: how we researched the people who use banking apps in Chile and which archetypes emerged from those findings.
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