Over the course of 3 campaigns the segmentation model for Germany has evolved.
Instrumental in this effort was the help of Isabella (PsychologistForFuture), who integrated 4 relevant studies into a v2.0 of our Persona Model.
The 4 segments are based on values and offer the chance to effectively frame your messages to them…
personas v2.0 - matrix
The 24.04 campaign has validated that frames/ads created specifically for these worked better.
personas v2.0 deck (DE)