Marketing Based on Personality Type
QuantMethod is a site that offers ways to help companies market to customers based upon understanding their personality type. The Quant Method assessment puts people into 1 out of 4 categories. According to their site, these types include:
- Thinker – “The Thinker likes facts, details, proven examples and is highly organized. Their approach to business is thoughtful, logical and analytical.”
- Mastermind – “Masterminds are characterized by a more assertive approach to business. They tend to be fast-paced, results-oriented and get right to the point. They are efficient, logical and task-oriented.”
- Olympian – “The Olympian personality type is characterized by an expressive, aggressive approach to business, and aspires to great heights because “everything is possible.” They are emotive and have an easy-going” love of life” approach in her personal dealings.”
- Diplomat – “Diplomats are friendly, compassionate, “feeling” people that desire to contribute goodness to the lives of others. They are effective at doing this through their nurturing, insightful and encouraging nature.”
I took the test and I came out as a thinker. I assumed I’d either be that or a mastermind. The results don’t tell you how close you are to another personality type. The site claims that my results puts me into the same category as George Washington, Michael Caine, Donald Duck, Eliot Ness, and Johnny Carson. Hmmm … interesting group … especially Donald Duck. Apparently half of U.S. presidents are “thinkers”.
In the results, it listed tactics about how to appeal to this type of personality in terms of suggested sales tactics.
This company surveys customers to find out their personality type. They claim their instrument is similar to Myers-Briggs MBTI but with 1/6 the size. The thought process behind this business is that people like to deal with others that are on their same level of thinking.
Time Magazine article Get Personal with Marketing and Net More Sales reported that this Quant Method may be helpful because, “Knowing more about personality types can help you optimize email messages and websites to include specific landing pages with information that the four different personality types like in order increase conversion rates.”
While I find this to be an interesting way to market, it may be difficult to get people to respond to these assessments. When marketing to a large database, it is not feasible. I like the concept of targeting to the individual’s needs. The real trick would be to get people to actually take the assessment.
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