Overview
Follow this article to learn how the Lifestyle Profile feature works and how it can help provide a broader understanding of your audience’s interests, behaviors, and lifestyle characteristics.
Lifestyle Profiles are designed to surface high-level audience themes by grouping together related Mindsets into broader behavioral categories. This allows organizations to move beyond individual interest signals and gain a more holistic view of how audiences spend their time, what they value, and the types of passions that define them.
What Are Lifestyle Profiles?
Lifestyle Profiles represent broader lifestyle themes across your audience. These Profiles are created by combining related Mindsets in order to uncover larger behavioral patterns and passion-based audience characteristics.
For example, a Lifestyle Profile such as “Home & Hobby Enthusiasts” may include multiple related Mindsets like “The Cocktail Celebration Host” or “The Pastry Chef.” While Mindsets focus on more specific interest behaviors, Lifestyle Profiles help surface the broader themes that connect those behaviors together.
In addition to grouping related Mindsets, the Lifestyle Profile feature also provides descriptive narratives that help explain the overall characteristics and behaviors associated with each audience theme.
Why Lifestyle Profiles Matter
Lifestyle Profiles provide a faster and more intuitive way to interpret audience behavior by transforming detailed audience signals into broader, easier-to-understand themes.
Instead of analyzing isolated interests individually, organizations can better understand:
- How audiences spend their time
- What audiences are passionate about
- Which behaviors commonly cluster together
- How audiences align with broader lifestyle categories
Understanding Mindsets
Mindsets act as the foundational audience segments behind Lifestyle Profiles. They are more micro-level in nature and are based on curated interest behaviors and audience affinities.
Lifestyle Profiles build upon these smaller behavioral segments by organizing them into larger thematic categories. This layered approach helps simplify audience interpretation while still maintaining the detailed audience behaviors available through individual Mindsets.
Understanding Audience Overlap
Audience members can exist across multiple Mindsets and Lifestyle Profiles at the same time. Because audience interests and behaviors naturally overlap, Lifestyle Profiles are not mutually exclusive categories.
For example, someone interested in cooking, entertaining, and travel-related content may appear across several different audience themes simultaneously. This flexible structure helps provide a more realistic representation of audience behavior and interests across broader passion categories.
How Lifestyle Profiles Can Be Used
Lifestyle Profiles can help organizations better understand the overall passions and behavioral tendencies of their audiences.
These insights may support workflows such as:
- Audience research
- Persona development
- Campaign planning
- Creative strategy
- Brand positioning
- Partnership evaluation
- Content targeting
Because the feature surfaces broader audience themes, it can also help teams quickly identify the types of topics, interests, and behaviors most strongly associated with an audience.