STUDY "Nerd, Geek or Hipster?"
How can we distinguish these three types? Are these concepts just lifestyle phenomena or do they have a sociological background? Do companies need to address to these target groups or can they simply ignore them?
We analysed the characters for the AUDI AG. Fine nuances distinguish the three attitudes: The nerd is characterized by his technical proficiency. The geek has not only technical skills but also social skills. The hipster is defined by his consumption and dress style.
Succesful TV series like "The Big Bang Theory" and biopics about Steve Jobs or Mark Zuckerberg show the paradigm shift. They demonstrate the change of the perception of the hero. The nerd is not longer the discarded eccentric due to the digitalization he climbed to the top of society.