Four behavioural personas
1,014 Londoners · YouGov omnibus · ELWA/NLWA commission · Studio Zao analysis
Each segment's area represents that persona's share of 1,014 Londoners surveyed. Axes show disposal mindset (vertical) and clothing engagement (horizontal).
A note on The Seasonal Clearer's position ▾
The Seasonal Clearer sits closer to the centre of the clothing engagement axis than the top-right quadrant implies. Their placement reflects their circular disposal orientation (high RC4 sustainability values, low 8% general waste rate) more than their acquisition pattern, which is moderate rather than fashion-intensive. The quadrant is analytically defensible — they are meaningfully more circular-minded than the bottom half — but the horizontal placement is a simplification. The scatter plot below preserves the mathematically precise positioning.
Eight participants from qualitative research, placed on the same axes as the personas above. Their words do more than the analysis to show what these groups look, feel, and sound like.
Axis logic — tap to expand
X — Clothing engagement: How actively and frequently a persona acquires clothing. Derived from social/relational engagement (RC1) and buying frequency. High = frequent, multi-channel, trend-responsive. Low = occasional, replacement-driven.
Y — Disposal mindset: How circular-oriented their disposal behaviour and intent is. Derived from absence of inertia (−RC3), sustainability values contribution (RC4), self-identified recycler rate, and inverse general waste rate. High = pro-circular, low barriers, good outcomes. Low = passive, reactive, higher waste leakage.
The chart below shows cluster centroids plotted on the same axes — a methodological reference for how the four groups separate in factor space.
Two problems, separated by the same matrix.
Cluster Comparison
Four behavioural personas across 1,014 London respondents
| Stage | The Accumulator | The Pragmatic Replacer | The Ethical Keeper | The Seasonal Clearer |
|---|
Personas are behaviourally defined. Demographics are contextual — not defining characteristics.
Relevant for intervention channel targeting — The Accumulator's platform profile is markedly different from all other clusters
Factor structure — R3 Varimax rotation
PCA on 87 behavioural variables (n=1,014). 26.9% variance explained across 7 factors. All eigenvalues >1.0 (Kaiser criterion). Robustness-tested against polychoric PCA and Gower k-medoids.
Standard PCA with Pearson correlations was chosen over polychoric PCA for two reasons: the dataset is predominantly binary and ordinal with limited scale range, and polychoric estimation on 87 variables with n=1,014 introduced instability in the correlation matrix. Polychoric was tested as a robustness check and produced a near-identical factor structure with marginally different loadings, confirming the standard approach was appropriate.
An R4 refactoring attempt (8 factors) was explored to test whether the RC1 social/relational engagement factor could be decomposed further. The additional factor failed to achieve eigenvalue >1.0 and produced cross-loadings that reduced interpretive clarity. R3 (7 factors) was retained as the most parsimonious solution with clean separation between constructs.
Cluster count was selected at k=4 via silhouette analysis (0.18, modest but stable). k=5 was tested and produced a micro-cluster (n=47) that fragmented The Accumulator without adding interpretive value — it separated a high-digital subgroup that was better captured as a within-cluster dimension. k=3 merged The Ethical Keeper and The Seasonal Clearer into an undifferentiated low-engagement group, losing the critical values/inertia distinction.
Gower distance with k-medoids (PAM) was tested as an alternative clustering approach that handles mixed variable types without distance assumptions. It produced a broadly similar 4-cluster solution (Adjusted Rand Index 0.61 with the PCA-based clusters) but with less clean separation on the sustainability and disposal factors. The PCA + k-means pipeline was retained on both silhouette score and interpretive grounds.