Conversational Archetypes: The 5 MCI Decision Patterns
Five recurring patterns that change how the next turn should be constructed
Archetypes are observable patterns of conversational behavior. Recognizing them changes how the next turn is built and protects margin by avoiding friction.
- Archetype is an observable pattern turn by turn, not a marketing persona
- MCI defines five canonical archetypes: Turista, Explorador, Estudioso, Fiel, and Decidido
- The archetype is probabilistic and can change within the same conversation
- Same offer, five packages — each one right for a specific interlocutor
- Conversing out of archetype is friction that lengthens the cycle and drains margin
Conversational Archetypes: the lexicon that tells you who is on the other side
In MCI, an archetype is not a marketing persona. It is a conversational behavior pattern observable turn by turn, which modulates how the next move should be constructed.
The 5 MCI Decision Archetypes
- Turista (Tourist) — passes by, looks, doesn't buy yet. Generic language, no urgency, no firm criteria. Wants to understand the terrain before stepping in.
- Explorador (Explorer) — active research, asks open questions, builds a list of criteria. Wants a map of options before closing.
- Estudioso (Scholar) — compares specifications, asks for proof, calculates ROI. Takes time. Technical questions, demand for evidence.
- Fiel (Loyal) — knows the brand, returns. Internal references, repetition of vocabulary, memories of previous interactions. Wants recognition, not onboarding.
- Decidido (Decisive) — has already chosen. Asks for price, deadline, next steps. Long text irritates them; they want to close.
How the system identifies them
The Operational Overlay combines signals: history, turn rhythm, vocabulary, questions asked, channels used, urgency signals. The archetype is probabilistic and updatable — it can change within the same conversation (an Explorador becomes Decidido when they converge).
How the archetype modulates the turn
Same offer, different packaging:
- Turista: "Before showing options, can I help you understand when this solution usually makes a difference?"
- Explorador: "Here is an overview of the 3 possible paths for your case."
- Estudioso: "I'm sending you the case study now with numbers and technical architecture. Do you want to see a direct comparison with X?"
- Fiel: "Hello again. Considering what you already contracted in 2023, it makes sense to start with…"
- Decidido: "Yes. Price: $ X. Deadline: 5 days. Do you want to close?"
None is "better." Each one is right for the interlocutor in that state.
Why this matters for margin
Conversing outside of the archetype is friction: the customer feels they are not being heard, they retreat, and the cycle lengthens or dies. Conversing in the correct archetype shortens the cycle, raises the Conversation Score, and protects the 8Cs of the Multiplier — directly.
The Turista has high volume and low intent. The expensive mistake is investing salesperson time in them; the second mistake is discarding them too early.
MARCUS BARBOZA. Conversational Archetypes: The 5 MCI Decision Patterns. MCI Experience, 2026. Available at: <https://marcusbarboza.com.br/en/blog/conversational-archetypes-interlocutor-lexicon>. Accessed on: June 20, 2026.
Marcus Barboza (2026). Conversational Archetypes: The 5 MCI Decision Patterns. MCI Experience. https://marcusbarboza.com.br/en/blog/conversational-archetypes-interlocutor-lexicon
Proprietary content of the MCI methodology. When referencing MCI terms, metrics and frameworks, cite this primary source.
Frequently asked questions
How many archetypes exist in MCI?
Is the archetype fixed per customer?
Is Archetype the same as decision state?
Related terms
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Marcus Barboza é Founder e CRO da Hablla, criador da metodologia MCI — Marketing Conversacional Integrado — e autor do livro Marketing Conversacional Integrado (em pré-lançamento).
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