organic brand personality

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PERSONALITY PLANNING Planning Past Demographics

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Page 1: Organic Brand Personality

PERSONALITY PLANNING

Planning Past Demographics

Page 2: Organic Brand Personality

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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Page 3: Organic Brand Personality

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

Page 4: Organic Brand Personality

Grocery Shopping� The majority of respondents say they will recommend their

current grocer to others

4

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%

Page 5: Organic Brand Personality

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

5

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%

Page 6: Organic Brand Personality

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)

Page 7: Organic Brand Personality

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

Page 8: Organic Brand Personality

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

Page 9: Organic Brand Personality

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

Page 10: Organic Brand Personality

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)

Page 11: Organic Brand Personality

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)

Page 12: Organic Brand Personality

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%

Page 13: Organic Brand Personality

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)