For more effective marketing and advertising, you need to truly understand the aspects of people's personalities that serve as drivers and barriers to behaviour change.
For years, Marketers and Advertisers have depended on research to guide decision making but have lacked a single tool that boosts effectiveness and cuts through to people's personalities. Until now.
Through a multi-year collaboration Kantar and Ogilvy have explored what is missing and how to fix the weak links in how we measure personality and make better use of behavioural science in marketing. In doing so we have created, tested and deployed a singular instrument that more effectively decodes individuals at scale, using a series of proven behavioural science "lenses" that had never before been pulled together into one comprehensive approach.
Together, these lenses decode personality traits, cultural cognition, and cognitive styles to reveal a deeper understanding of individuals that serve as the drivers of and barriers to behaviour change.
With the practical application of this instrument and its findings, we can now reinvent personas, segmentation, and inform a better, more empathetically resonant crafting of message framing and content. Just as advances have led to personalised medicine by treating individuals based on their own specific genome, this approach offers a novel and much more effective way to communicate with individuals at scale and boost the success of marketing campaigns.
In this paper you will discover Kantar and Ogilvy's findings from these experiments and learn of the new ways to approach personality measurement within your online survey research.
- Part 1: Understanding the Common Challenges with Classical Personality Measurement Methods
- Part 2: Undertaking a Ground-up Rethink About How to Conduct Personality Measurement
- Part 3: Combining Multiple Personality & Cognitive Tests into One Survey Mechanic
- Part 4: Putting the Survey Tool to Use