PERSONALITY

I had an interesting conversation with a colleague this week about personality. Often in marketing we create personas to aide in planning marketing messages that will resonate with a specific demographic — say males age 35-44, or single mothers, or mature adults with expendable income. But what about creating personas that allow segmenting by personality?

While the Myers Briggs personality test (MBTI), to name just one, is not promoted as a tool for predicting behavior, it can be used to help understand motivators and desires. For example, perhaps an individual who shows up on the MBTI as an introvert would be more interested in communicating via text message rather than by in-person meeting or phone call. This is just one example but it sheds light on the possibility of designing marketing and communication efforts to meet specific personality types.

Would your marketing efforts change if you knew you were communicating with someone who is a “feeler” versus a “thinker” on the MBTI? Would you be more likely to communicate with stories rather than data?

In a world where we have access to increasingly more data about our customers, and where it may be possible to segment by personality factors, it’s interesting to consider the possibilities for personality-driven marketing.