Life Styles Segmentation Map

	PROTAGONIST
LOCAL	LOCAL PROTAGONIST actors that organize others in the neighborhood, possible variety of relationships	NOMAD PROTAGONIST actors that starts actions, move around city , visits few places and take others with them	NOMAD
	LOCAL CONSUMER actors that stays in the neighborhood, waiting for others to initiate them	NOMAD CONSUMER actors that visits cafes, clubs or parties in the center to use what is offer
	CONSUMER

Demographic Segmentation Map

15-18 Teens

18-28 Students, Young Adults, Generation X

28-40  Jobseekers, Unemployed, Post-crises drifters

40-65 Professionals, Family holders

65+ Retires

ID_phenomena

ID –phenomena
	1-one photo which gives portrait of phenomena	2-one photo of phenomena in environment	3-position on the map
	4-adress
	5-name, real or popular
	6-type of phenomena (place, zone, event, activity, attractor, mobility…)
	7-location (main street, crossroad, public transport station, courtyard, apartment, shop, bar, club …)
	8-approximate size of space
	9-approximate number of actors that use it
	10- time span
	11- actor’s life styles(locals, nomads, consumers, protagonist..)
	12-level of use (massive, occasional, permanent, individual, waste land…)
	13-draw sketch and tell in a few lines what is there during the day, how it is changing and transforming in the night, what it means to the city-users, is there any custom related to it, secret stories and non-written rules

Q_actor

Q -actor
	1-one photo or sketch of  actor	2- one photo or sketch of  location	3- one photo or sketch of activity
	4-activity description
	5-age
	6-living situation (single, married, with parents, with friends…)
	7-domicile (house, apartment, urban, suburban, rural…)
	8-aproximatte income
	9-places to go out
	10-objects to take with
	11-modes of mobility (walking, public traffic, taxi, cars…)
	12-personality (sophisticate, hip-hop, turbo, metal, techno, retro, yuppie…)
	13- life style categories (local, nomad, protagonist, consumer…)
	14-hobbies
	15-greates passion(what motivates him/her and why)
	16-last book or movie (hated or loved and why)
	17-descriptive metaphor (describe him/her by a metaphor)
	18-narrative(what is the narrative generated by interviewing this night actor)
	19-interpretation(what is my interpretation of the observed)
	20- draw sketch of the most characteristic aspect/element			21-keywords to remind me of this actor