acqa conference 4 november 2016

Australian Lifestyle Archetypes

“Your Life Your Way”

“as normal a life as possible”

Small Scale Living

Synovum Care’s vision

A new direction in aged care; providing creative solutions for

complex needs, to deliver ‘Your life your way; as normal

a life as possible’.

Creating our Vision

Australian & International Research

• Cooinda• Noosa Care Centre• Australian Unity• Hammond Care• Group Homes

• Butterfly Approach• Greenhouse Projects• De Hogeweyk

Synovum Care’s vision

TITLE

Creating our Vision

Small scale living - Wynyard Tasmania

Motivaction’s Mentality Survey

Australian Lifestyle Archetype Survey

Research ObjectiveDevelop a survey tool and profiling algorithm to

understand and segment Australia’s aging population


• Develop Socio-Personality Matrix

• Design Survey Tool

• Create Australian Archetype Grid

• Apply Algorithm

• Define Australian Lifestyle Archetypes

• Evaluate Compability

• Develop Synovum Web Tool

Research Methodology


• Designed using a series of statements which became the survey questions

• Capture the important perspectives of a person’s personality and social worldview

• Particular focus on factors that influence living and interacting with others

Socio-Personality Matrix


• Survey conducted 11th-18th April 2016• Completed by 1078 Australians over 65• First 100 responses analysed• Revisions made• Survey completed by a further 978 respondents• These 978 responses shaped the Australian

Lifestyle Archetype

Synovum Care Online Survey

Vertical Grid AxisPlots Personality

Horizontal Grid AxisPlots Socio-Worldview

• The Algorithm calculates the respondent’s responses to a series of 22 statements across 11 identifiers

• Using the position on the grid, the respondent is identified as one of six archetypes

Upholder

Adherent – Values their religious faith. Compliant – Believes that rules are to be followed. Family – Places great emphasis on their family, including their suggestions and opinions. Collective – Contributes to the needs of others out of a sense of responsibility. Traditional – Maintains the cultural values they grew up with in a stable and structured society.

Reconstructor

Explorer – Considers a wide range of philosophical and spiritual perspectives. Creative – Speaks up with new ideas or ways for society to operate. Individual – Makes up their own mind through an autonomous approach. Independent – Chooses to operate responsibly without relying on the assistance of others. Progressive – Promotes the benefits of a changing society that is redefining its standards of morality.

ExperiencerReservedCerebral – Relies on the facts and details when making a choice.

Saver – Prefers save money and is good at saying no to impulse purchases.

Accumulator – Finds pleasure in using what they have, but particularly enjoys finding the next thing.

Substance – Prioritises relationships and community as important in life. Introvert – Finds energy and fulfilment by spending time on their own.

Passive – Enjoys the chance to stay at home and have a quiet night in rather than going out.

Visceral – Decisions are based on intuition, feelings and heart.

Spender – Follows and seeks the feel good moment that is experienced when purchasing something new.

Experiencer – Places great value on seizing the moments along the journey.

Extrovert – Finds energy and fulfilment through social interaction, especially meeting new people.

Active – Pursues a mobile lifestyle visiting exhibitions, the theatre or sports events.

Bellmere - small scale living in an Australian lifestyle context


Archetype Informs• House Types• Interior Design• Landscape

Events / booking office, Cinema, Craft Store, Hairdresser

CaféBarber, Corner Store

Music Room, Wellness Centre


Archetype Informs• Activities• Additional Services• Insights on spending

Cape & Inglis House - Wynyard

acqa conference 4 november 2016

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