Using DCI data we created 6 archetypes that group countries based on cultural similarities, which allows companies to target European countries through 6 distinct clusters.

Our digital culture archetypes show that country similarities are often not bound by geographical proximity

Our archetypes show that country similarities are often not bound by geographical proximity, and groupings based on dominant DCI dimensions produce many unexpected pairings that offer a new take onto the European market.

Archetypes were created by grouping countries that share similar and distinct score patterns across the dimensions of the DCI: Personality, Lifestyle, and Routines. For instance, Germany, France and Austria, are countries that share a strong Lifestyle orientation towards niche and local content and listening habits that reflect a more positive and more energetic Personality. Together they form a cluster we called the ‘Energetic Traditionalists’.

‘Energetic Traditionalists’ can be for instance targeted with content covering niche interests and topics, while featuring a more upbeat and positive tone of voice in messaging and communications.

With Archetypes it is thus easier to define a broader communication and marketing approach.

Creating Archetypes

Generally, digital culture archetypes offer a meaningful starting point for companies wanting to understand and enter the European market, knowing where and how to differentiate and bundle their communication efforts.

For example, you may already know which European countries you want to enter. By cross-referencing our digital culture archetypes, you can find out whether your selected countries fall under one or more archetypes. If your country selection falls into a single archetype, you can address them with a single messaging strategy. If your country selections falls into multiple archetypes, you may want to address them with multiples messaging strategies, or change your selection to simplify your efforts. This is, of course, only one of many ways to use digital culture archetypes.

In the following section we introduce you to our 6 DCI archetypes, their features, and the countries that are part of them, as well as their addressable market sizes.

Discerning and selective, with a taste for content and products that have a global appeal yet are not mainstream. They value practicality and may respond well to specialized, high-quality, and culturally diverse offerings.

Pragmatic and methodical audiences who prefer comprehensive and universally appealing content that doesn't necessarily excite or energize but informs and serves a clear practical purpose.

Vibrant and culturally rich, with a preference for local, high-energy entertainment that resonates with their cultural context. They may prioritize fun and excitement in their media consumption.

Observers who enjoy entertainment from around the world but with a more passive engagement. They appreciate cultural content and might value depth and thoughtfulness.

Dynamic and passionate audience that is deeply rooted in local traditions. They are active participants in their cultural landscape and value high-spirited and authentic experiences.

Rooted in their local culture and values, with a balanced approach to life that doesn't swing to extremes in terms of universal or niche interests, emotional expression, or energy levels. They may prefer content that is relatable to their everyday experiences and appreciate practicality that fits into a well-rounded lifestyle.