An archetype is a typical or ideal example of something, such as a user, a product, or a design pattern. In product development, archetypes are often used as a way to understand and represent the needs and goals of a product's target users. By creating detailed profiles of user archetypes, product teams can better understand the motivations, behaviors, and needs of their users, and use this information to guide the design and development of the product. For example, a product team might create an archetype for a "power user" who frequently uses advanced features, in order to understand how to design the product to meet their needs.