Personality in Marketing | Using the Five Factor Model for Smarter Strategy

Openness

Conscientiousness

Extraversion

Agreeableness

Neuroticism

What are the five traits?

You can use personality to create better products, marketing messages, and user experiences for your customers. It's important to note that each trait stands independently and is not affected by other traits.

Agreeableness

Agreeable people prefer social harmony and cooperation with others. They are optimistic, trusting, and sympathetic.

Conscientiousness

Most attributed to success, conscientious people are self disciplined, reliable, organized, and confident in their ability to complete tasks.

Extraversion

Extraverts enjoy being around groups of people. They are thrill seekers, have higher energy, are talkative, and experience more positive emotions.

Openness to Experience

Open people tend to be more intellectually curious, imaginative, are are more sensitive to aesthetics and feelings. They prefer the "road less traveled", or, trying new things and breaking "tradition".

Neuroticism

People who score higher in neuroticism tend to experience more negative emotions and are typically "glass half empty" type of people. They are more self conscious, experience more anxiety and anger, and are more impulsive.

Agreeableness

Agreeable people prefer social harmony and cooperation with others. They are optimistic, trusting, and sympathetic.

Conscientiousness

Most attributed to success, conscientious people are self disciplined, reliable, organized, and confident in their ability to complete tasks.

Extraversion

Extraverts enjoy being around groups of people. They are thrill seekers, have higher energy, are talkative, and experience more positive emotions.

Openness to Experience

Neuroticism

People who score higher in neuroticism tend to experience more negative emotions and "glass half empty" type of people. They are more self conscious, experience more anxiety and anger, and are more impulsive.

Agreeableness

Agreeable people prefer social harmony and cooperation with others. They are optimistic, trusting, and sympathetic.

Conscientiousness

Most attributed to success, conscientious people are self disciplined, reliable, organized, and confident in their ability to complete tasks.

Extraversion

Extraverts enjoy being around groups of people. They are thrill seekers, have higher energy, are talkative, and experience more positive emotions.

Openness to Experience

Neuroticism

Agreeableness

Agreeable people prefer social harmony and cooperation with others. They are optimistic, trusting, and sympathetic.

Conscientiousness

Most attributed to success, conscientious people are self disciplined, reliable, organized, and confident in their ability to complete tasks.

Extraversion

Extraverts enjoy being around groups of people. They are thrill seekers, have higher energy, are talkative, and experience more positive emotions.

Openness to Experience

Neuroticism

How is Personality Data Gathered?

Personality data is gathered from your ideal customers only. Once we have put a finger on your ideal customer, we can start delving into their psyche — both directly and indirectly.

Buying Behavior

A person’s purchasing habits provide valuable insights into their personality. Do they stick to one brand or frequently switch products? Their buying patterns reveal more than just preferences—they reflect their traits.

Linguistic Analysis

The language people use says a lot about their personality. By running large sets of customer data through advanced AI tools, we can uncover meaningful patterns and gain deeper insights into their behavioral traits.

Man with magnifying glass looking at computer

Customer Social Profiles

Examining your ideal customers’ social media profiles can provide a clear picture of their personality type. These profiles often reveal valuable clues about their values, preferences, and communication styles.

Psychographic Profiling

Customers within a specific industry or niche tend to share common personality traits. We use these trends to build a foundational understanding of the personality types that make up your customer base.

Surveys

Surveys help uncover key personality traits by gathering direct feedback from your customers. Questions can reveal characteristics like agreeableness, optimism, and social preferences, providing valuable insights into how they think and interact with the world.