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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
Australian Lifestyle Archetype Survey
• 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
Australian Lifestyle Archetype Survey
• 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
Australian Lifestyle Archetype Survey
• 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
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
Bellmere - small scale living in an Australian lifestyle context
Archetype Informs• Activities• Additional Services• Insights on spending
Cape & Inglis House - Wynyard