Social Media Preferences

Decision Matrix

How does the profile make purchasing decisions?

Acquisition Activity

Are profiles actively making purchases and spending money?

Purchasing Quality Index

What does this profile value more? Affordability or Quality?

The Renovator

Middle-class family oriented with a mixed educational background and may work in a service sector. Typically likes camping, outdoors and listens to the radio and generally prefers Chevrolet trucks and will from time to time settle into a domestic beer. The Renovator enjoys fixing things up and the challenge of home improvement. Spending the afternoon walking through a hardware store or a big box home improvement store is a perfect day. They are choosey about their media choices and leverage the Internet to locate the best deal. They appreciate value, craftsmanship and hard work.

Age: Between 28 years old and 55 years old

Gender: Male

Marital Status: Married

Purchasing Quality Index: Average 4.5

Vehicle Group: Less than 8 years old, with a value greater than $30K

Preferred Vehicles*: North American trucks, Value priced SUV’s, Full sized Fords, Chryslers, Chevrolets, Japanese Trucks, Midsized Trucks, Chevrolet Malibu, Hyundai Elantra, Toyota RAV, Nissan Sentra, Chrysler 200S, Chevrolet Cobalt, Volkswagen Passat, Subaru Outback, Dodge Grand Caravan, Honda Odyssey, KIA Sedona, Toyota Sienna

Home/Condo: Single family house, condo, apartment

Home Value: Generally ranges from 40% to 100% of the average value in the postal code

Income Range: Low end $45K per year; high end $100K per year

Smoker: Average likelihood


*Note – Vehicle list represents typical vehicles preferred but not all possible choices