organic brand personality
TRANSCRIPT
PERSONALITY PLANNING
Planning Past Demographics
What is Personality Planning?� Using psychological principals from the world of academics, personality assessments
are integrated into your study to determine the types of behaviors that are most consistent for each individual.
� Each assessment measures traits such as independence, extraversion, emotional stability, agreeableness and more.
� This approach allows our clients the maximum context surrounding the results of a study.� For example, 70% of respondents intend to recommend your product
¡ Personality can be factored in to determine:¡ The likelihood of the recommendation actually happening¡ The likelihood that the recommendation will be acted upon by others
� Accounting for the personality profile of your customer allows for a more inspired reach to truly target the intended market.
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Before they were customers, they were people
� The nature of a person cannot be summarized by their age, income, or address yet we rely on these metrics to inform our most critical initiatives.
� Traits are factored to five macro-traits in personality� Adopters (originality, open-mindedness)� Dependables (orderly, responsible, dependable)� Vocalists (talkative, assertive, energetic)� Followers (good-natured, cooperative, trustful)� Perfectionists (easily upset, nervousness)
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Adopters Dependables Vocalists Followers Perfectionists
Grocery Shopping� The majority of respondents say they will recommend their
current grocer to others
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72%74% 76%
69%
78%
64%
71%69%
74%
68%
79%
Total Adopters Dependables Vocalists Followers Perfectionists
Strong Remaining Population
How likely are you to recommend your CURRENT grocery store to a family member friend or colleague?
Represents statistical significance at 95%
Grocery Shopping� The people who had indicated they were most likely to recommend, are
actually least likely to do so� The fact is that we can expect different behaviors from different
personality types
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66%
72%
65%70%
67%
60%64%
67%64% 66%
71%
Total Adopters Dependables Vocalists Followers Perfectionists
Strong Remaining Population
Have you EVER RECOMMENDED a grocery store to a family member friend or colleague?
Represents statistical significance at 95%
Grocery Store Personalities� Just as we expect different behaviors from different
personalities, different personalities are attracted to different brands.
� We see this carry through regardless of the industry.
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Adopters
Dependables
VocalistsFollowers
Perfectionists
Kroger Safeway
(originality, open-mindedness)
(orderly, responsible, dependable)
(talkative, assertive, energetic)
(easily upset, nervousness)
(good-natured, cooperative, trustful)
Owning Smartphones� While smartphone ownership is skyrocketing, Adopters are
still driving that growth
44%
58%
39%43%
39%43%41%
45% 44% 45% 45%
Total Adopters Dependables Vocalists Followers Perfectionists
Strong Remaining Population
Do you own a smartphone?
Represents statistical significance at 95%7
iPhone Ownership� iPhone ownership is more prevalent among Perfectionists
30%27%
23%26%
20%
41%
31% 31% 31% 32%
24%
Total Adopters Dependables Vocalists Followers Perfectionists
Strong Remaining Population
Own an iPhone
Represents statistical significance at 95%8
51%56%
65%61%
53%
36%
49% 48% 49% 50%58%
Total Adopters Dependables Vocalists Followers Perfectionists
Strong Remaining Population
Android Ownership� Android ownership is lower among Perfectionists though
higher among the Dependables
Represents statistical significance at 95%9
Own an Android
Smartphone Personalities� Both the iPhone and Android appeal to unique personality traits� iPhone owners are more easily upset than those owning Android
devices and tend to be more vocal� Android owners are more cooperative; they tend to be more
dependable and structured than those owning iPhone devices
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Adopters
Dependables
VocalistsFollowers
Perfectionists
iPhone Android
(originality, open-mindedness)
(orderly, responsible, dependable)
(talkative, assertive, energetic)
(easily upset, nervousness)
(good-natured, cooperative, trustful)
Personality Traits Remain Consistent Across Industries
� Deeper looks into customer personality help inform and scale marketing initiatives
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Adopters
Dependables
VocalistsFollowers
Perfectionists
Facebook Users Posting to Facebook(Check Newsfeed at Least Daily) (Post to Facebook at Least Daily)
Car Insurance� Understanding how people behave helps define how best
to reach the customer
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49%52%
49%
57%
45%41%
47% 48%
43%
51%53%
Total Adopters Dependables Vocalists Followers Perfectionists
Strong Remaining Population
Have you ever recommended a car insurance provider to a friend or family member?
Represents statistical significance at 95%
Car Insurance Personalities� Different personalities are attracted to different brands, no
matter the industry.
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Adopters
Dependables
VocalistsFollowers
Perfectionists
Progressive AllState
(originality, open-mindedness)
(orderly, responsible, dependable)
(talkative, assertive, energetic)
(easily upset, nervousness)
(good-natured, cooperative, trustful)