Otto Normalverbraucher

In the culture of Germany, Otto Normalverbraucher is a fictional person with the average needs or characteristics of the general population, i.e., an equivalent of the English term Average Joe. In market research, the name describes the average consumer.

History

The name was popularized via the 1948 film The Berliner, with the protagonist named Otto Normalverbraucher. The surname comes froms type of ration stamps, "Nur für Normalverbraucher", that were issued to people who were not deemed to have special needs—unlike, for example, heavy workers, pregnant women, or war veterans.
Over time it fell out of use in marker research and in late 1970s it was replaced with other categories of consumers, standardized by the typology. Still, the term remains in the colloquial use.