As users answer questions, they build their personal island across 9 facets of life. Each district represents a different aspect of who they are.

the CHARACTER

MEET DCA

(DUHlab Character Archetype)

We don't just give you demographics. We give you the person.

Buy the category,
not demographics.

1

2

3

Psychographic Depth

Authentic Insights

Actionable Archetypes

Understand values, motivations, and behaviors—not just age and gender.

Game mechanics reveal true preferences, eliminating survey bias.

Target campaigns to real personas, not demographic segments.

The Lobbyist

Level 12 Archetype

Politics Awareness

Residential

Industrial

85%

45%

75%