Customer Profiling in the Ambit of Gaming: portraying lifestyles
Portada IROCAMM 5(2)


consumer behavior
gamer marketing
estilo de vida
comportamiento del consumidor

How to Cite

Machado Dutra, M. J. (2022). Customer Profiling in the Ambit of Gaming: portraying lifestyles. IROCAMM - International Review Of Communication And Marketing Mix, 5(2), 95–118.
Received 2022-03-19
Accepted 2022-07-11
Published 2022-07-31


Customer profiling is a tool for lifestyle visualization that combines creative imagination techniques with storytelling and statistical methods to fabricate easily interpretable representations of the consumer’s everyday life. This paper suggests employing the data-driven method allied with the storytelling approach for modeling engaging gamer profiles. Developing a profile is a sensible process that utilizes data and statistics to produce credible results. Therefore, the methodology principally involved the exploratory factor analysis for uncovering latent variables that influence the gaming lifestyle and the non-hierarchical cluster analysis to separate data cases with different characteristics and group members with similar attributes. The analyzed dataset gathered 1.588 participants from 80 countries. The results support the customer profiling methodology as a valid instrument for consumer behavior analysis and lifestyle visualization.


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