New Digital Archetypes in Mexico: Between Tradition and Technological Aspiration

Understanding Mexico's Post-Pandemic Digital Landscape 

The digital landscape in Mexico is experiencing profound and rapid changes, driven largely by the pandemic, which has transformed how Mexicans interact with digital products and services. Understanding the needs and aspirations of Mexican digital service and product users is crucial. While global companies dominate the digital services market, there is considerable opportunity for more localised projects and services. delaO Design Studio aims to support these local initiatives by providing insights to inform decisions and help them connect with their users more effectively.

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Research Methodology and User Archetype Identification 

An extensive study of technological perceptions in Mexico was conducted, employing both qualitative and quantitative approaches. Thirty Mexican nationals were selected to represent a diverse range of socio-economic, cultural, and geographical backgrounds. The study identified four distinct digital archetypes that represent the attitudes and behaviours of Mexican users towards technology: Proud Luddites, Ambitious Productives, Dreamy Hedonists, and Passionate Pioneers. Each archetype is supported by "Personas," which are specific user profiles.

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Report Aimed at Fostering Innovation 

The primary objective of the report is to offer insightful information to those developing digital products and services in Mexico. It aims to inspire innovation in the Mexican digital space using the collected data and user profiles. The 150-page report includes detailed archetypes, an analysis of the post-pandemic digital landscape, a general profile of technology users, design recommendations by archetype, and tools for co-creation workshops. The report covers several topics including the impact of the pandemic on technology adoption, changes in consumer and business behaviour, and emerging trends in digital consumption. The study uses a mixed methodology that combines qualitative and quantitative techniques, using narrative analysis and generative techniques to deeply understand the motivations and desires of the participants. delaO design studio, the agency behind the project, is an award-winning creative agency based in Mexico City, specialising in design-driven research.

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Report Accessibility and Purchase Options 

The report is being shared at an affordable price to make it accessible to small and medium-sized businesses, independent designers, and researchers. Three purchase options are available including the report only, a report plus online seminar, or a report plus in-person workshop. The in-person workshop is designed to help businesses generate personalised value propositions based on the user archetypes in the report. Purchasing this report helps to support ongoing research by delaO design studio. The report was a self-initiated project by the studio, with creative direction by José de la O. 

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