Did you know that there is a correlation between people`s product and advertisement preferences and their personality type? This has been proven empirically and in many business projects.
In a fast-paced and interconnected world, businesses constantly strive to understand their customers better. The key to effective communication is recognizing that not all customers are the same; they possess unique personalities and preferences.
Enter psychometric profiling, a valuable tool that unlocks the true potential of segmentation and enhances communication at every customer touchpoint. One model that holds particular significance in this context is Brandmind’s ASPECTS model, which encompasses seven crucial dimensions: Affiliation, Stimulance, Emotion, Cognition, Thrive, Safety, and Power.
This model contains two innovative dimensions:
- Combining personality and motivational psychology into a new holistic personality model that can be used for professional customer data- and AI-driven segmentation
- Definition of the product and advertisement preferences per type based on the sensory preferences (colors, forms, language, products, etc.)
In the following, we are going to describe some concrete examples, highlighting the adjustment of communication and segmentation approaches per some personality types, where psychometric profiling is essential along the customer journey:
Awareness / Brand Management (Seeing an Ad)
The standard in Brand Management is market research of personas. Based on this, brand marketing activities on different channels are being made with a specific Brand message. Using the ASPECTS model within that market research gives much more insight into HOW to create the advertisement in depth (message, story, colors, etc.) so that the ad triggers the right personality.
- a) Affiliation-Oriented Personalities: These individuals thrive on social interactions and seek a sense of belonging. To capture their attention, advertisements should focus on creating a community feel. For instance, a clothing brand’s ad could feature happy groups of friends bonding over their latest collection, highlighting the joy of shared experiences.
- b) Stimulance-Oriented Personalities: These customers are adventurous and seek excitement. For them, ads should be dynamic and action-packed. An energy drink brand might create a visually stimulating ad with extreme sports footage, sparking the desire for exhilaration and adrenaline.
- c) Emotion-Oriented Personalities: Emotional individuals appreciate heartfelt and touching content. An ad for a charity organization might evoke empathy and compassion by sharing stories of those in need and the positive impact of donations.
Data-Driven Psychometric Segmentation
Basic Data, like customer behavioral, product, and socio-demographic data, can be anonymously matched with the ASPECTS model for marketing managers to segment within the CRM system. Customers fill in a short personality test with their consent to keep that data, and with the help of mathematics and Data Science, extrapolation to the whole customer base can be done. Here are some examples from the credit card business:
- a) Stimulance-Oriented Personalities: This psychographic target group loves consumption and using a credit card because it enables them to have a particular lifestyle and freedom. Therefore, they are more risk affine. So, paying by installment is their preferred payment method.
- b) Safety-oriented Personalities: Safety-oriented people will always try to avoid any risk. These people represent a more significant part of the population and prefer to pay all the used amount back at the end of the month. So, a credit card company won`t grow with this target group.
- c) Thrive-oriented Personalities: Goal-oriented people can be caught through add- ons like Miles & More because collecting points can lead to the following free flight of their future vacation. These are the features that should be promoted to these target groups.
Email Communication Activities
Besides Data Management, Segmentation, and Marketing Automation, how you communicate to your target group is crucial for success in email marketing. This part is consistently underestimated, but projects have shown that a vast KPI shift can be achieved (triple conversion rates) by the proper communication per type.
- a) Cognition-Oriented Personalities: These customers value information and rational decision-making. In email marketing, businesses should provide detailed product specifications, research findings, and comparisons to help these customers make well-informed choices.
- b) Thrive-Oriented Personalities: Goal-oriented individuals respond well to emails offering rewards and incentives. A fitness app could send personalized emails congratulating users on reaching milestones and offering discounts on premium subscriptions to motivate them.
- c) Safety-Oriented Personalities: Security-conscious customers appreciate assurances and guarantees. In email communication, a financial institution could highlight its robust security measures and the protection they provide to instill confidence in its clients.
Salespeople have a significant impact on the customer journey. They can push the customer bond to new heights or ruin customer relationships. Especially for Salespeople, it is essential to understand to whom they are talking so that their sales pitch can be improved massively per personality type.
- a) Power-Oriented Personalities: Individuals seeking influence and control respond positively to assertive sales pitches. Sales representatives can confidently present the value of premium products and highlight the status associated with owning them.
- b) Affiliation-Oriented Personalities: Relationship-focused customers will appreciate a warm and friendly approach. Salespeople can build rapport by asking about their preferences and showing genuine interest in their needs.
- c) Emotion-Oriented Personalities: Empathetic salespeople can connect with these customers by understanding their emotions and concerns. For instance, a travel agency representative can express enthusiasm for a dream vacation, sharing personal experiences to create an emotional bond.
Product Usage / Testing:
- a) Thrive-Oriented Personalities: Goal-driven customers will respond well to product testing programs that allow them to achieve personal milestones. A language learning app could design challenges and certificates for reaching proficiency levels.
- b) Stimulance-Oriented Personalities: Innovative product features and frequent updates are essential to keep these customers engaged. A smartphone brand can introduce interactive and fun features, catering to their need for novelty.
- c) Safety-Oriented Personalities: Reliable and user-friendly products appeal to safety-conscious individuals. A home security system should prioritize ease of use and emphasize the robustness of its security measures.
Online Experiences are defined as a mix of Brand Experience & UX Guidelines, and SEO analysis. Unfortunately, the leading psychographic target group that the Brand targets with their online appearance has yet to be considered. Here are some examples of how different the content should be developed based on the psychological target group of the Brand:
- a) Cognition-Oriented Personalities: Information-rich websites with straightforward navigation are crucial to satisfying these customers. An educational platform can organize courses based on skill levels, making it easy for users to find appropriate content.
- b) Emotion-Oriented Personalities: Websites that evoke positive emotions create lasting impressions. An e-commerce site can use vibrant colors and appealing visuals to elicit joy and excitement during the shopping experience.
- c) Power-Oriented Personalities: Customizable options and exclusive features satisfy these customers’ desire for control. A luxury car brand’s website could offer personalized configurations for its high-end models.
Psychometric profiling, powered by the ASPECTS Model, is critical to unlocking the potential of customer segmentation and communication. By understanding and catering to various personality types, businesses can create impactful and inspiring experiences at every touchpoint, from the initial awareness stage to ongoing interactions with salespeople, product usage, and online engagement. This approach enhances customer satisfaction and loyalty and sets the stage for sustainable growth in today’s competitive landscape. Remember, embracing the diversity of your customers’ personalities is the gateway to fostering lasting connections and driving your brand to new heights.
Ready to unlock the treasure trove of insights that psychometric profiling offers on your business? Then book a meeting with our CEO for a first analysis of your own business – for free.