Sears Canada wants to know: are you a 'Linda' or an 'Amy'?

Sears Canada has a whole new marketing strategy - and a new leader.

The company has scrapped the CEO position and has appointed a president and chief merchant instead.

The chief merchant, Carrie Kirkman, made headlines this week for the company's bold new approach to stereotyping.

Corporations often draw up a caricature — a human composite — that represents their core demographic. Sears' current key demographic is a woman they've named 'Linda.'

Linda is in her fifties and is a loyal shopper, but the company wants to attract more of 'Amy' — a younger, busier woman.

"That's right Sears' new plan — their bold move — is that while keeping Linda happy they're trying to attract more Amy," said Because News host Gavin Crawford.

"So basically, Sears has just made itself every middle-aged man."

To hear descriptions of Linda and Amy, courtesy of panellists Scott Thompson, Leslie Seiler and Kris Siddiqi, listen to the audio.

Are you a "Linda" or an "Amy?" Take our quiz to see how well you fit the stereotypes.