Overview
The Soprism Mindset Glossary provides definitions of the different audience mindsets available within Soprism. Each mindset represents a unique combination of interests, values, attitudes, and behaviors that help describe how individuals think, what motivates them, and how they engage with different topics.
Explore the mindsets listed below to better understand the characteristics and perspectives associated with this category. These definitions can help you interpret audience insights, identify meaningful audience segments, and develop a deeper understanding of your target audience.
Retail, Consumer experience, and E-commerce
Customer Experience
The Brands Lover: Individuals who are loyal to specific brands and enjoy purchasing and using products associated with those brands.
The Conscious Consumer: Individuals who are committed to ethical and sustainable practices in their purchasing decisions, prioritizing fair trade principles. They worry about quality and safety of the things they purchase. They are label readers.
The Convenience Seeker: Individuals who prioritise convenience in their lives. They enjoy services and products that make their lives easier and more efficient.
The Customer Review Enthusiast: Individuals who prioritize peer opinions, social proof, and influencer endorsements—relying on reviews and community feedback to guide their trust, discovery, and purchase decisions.
The Customization Enthusiast: Individuals who are passionate about personalized and handcrafted items. They have a strong interest in creativity and value unique, one-of-a-kind products, whether it’s custom cars, exclusive clothing, or handmade jewelry.
The Delivery Frenzy: Individuals who love the convenience of having items delivered directly to their doorstep, whether it be food, groceries, or other products.
The Gift Lover: Individuals who love buying and receiving gifts.
The Impulse Spenders: Likelihood or inclination of a consumer to buy a product or service.
The Lifestyle Reviewer: Individuals who share personal takes on products and experiences through blogs, social media, or video platforms—using reviews as a form of self-expression, influence, and identity building.
The Mobile Experience Shopper: Individuals who engage primarily through mobile shopping, retail apps, and push notifications, preferring brands that provide intuitive, responsive, and seamlessly mobile-optimized experiences throughout the purchasing journey.
The Online Shopper: Individuals who favor online shopping over stores, taking advantage of the convenience and variety offered by e-commerce platforms.
The Promo Hunter: Individuals who actively seek out discounts, coupons and other promotions to save money on their purchases.
The Traditional Retail Enthusiast: Individuals who frequent local stores, trust familiar brands, and value in-person service, finding comfort, authenticity, and reassurance in the stability and human connection of traditional retail experiences
E-commerce & Online Retail
The Secure Online Shopper: Individuals who prioritize online security, data privacy, and payment safety when engaging in e-commerce, valuing trusted brands and secure transactions over novelty, experimentation, or cutting-edge innovation.
Grocery
The Local Market Patron: Individuals who support farmers’ markets, local produce vendors, and neighborhood shops, preferring community-based retail experiences that offer freshness, authenticity, and direct connection with local producers.
The Treat-Yourself Shopper: Individuals who select premium snacks, desserts, and comfort foods as part of their grocery routine, adding indulgent items to their baskets as emotional rewards, mood boosters, or small moments of everyday luxury.