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Using Psychographic Techniques to
Uncover The Hidden Personalities
In Your Survey Data
Dan Young
Boxclever Consulting
Sponsors
Communication
3
Using Psychographic
Techniques to Uncover The
Hidden Personalities In
Your Survey Data
11th
October 22
Dan Young
Boxclever Consulting
4
How Keith was recruited:
45-54 year old AB male from
Norwich in the Older Family
customer segment
What Keith will never tell you..
“I’m a Warrior. I resonate with
disruption and independence. I’m
highly task focused and high paced
and I thrive on visual content”.
Meet Keith
5
How Phil was recruited:
45-54 year old AB male from
Watford in the Older Family
customer segment
“I’m an Everyman. I resonate with
connection and stability. I’m an
extravert and I’m highly agreeable. I
thrive on auditory content”.
Meet Phil What Phil will never tell you..
6
The study of personality, values, attitudes, interests, and lifestyles…
Psychographics
…and how these lead to (subconscious) preferences
7
3 models for digging a bit deeper
1 |
Archetypes Alignment
2 |
Colours Profiling
3 |
VARK Model
8
Sometimes a particular story, a particular character, or even a particular brand, just
seems to ‘speak’ to us…it’s like we connect with them on a level that’s hard to put into
words.
Archetypes
9
Universal dynamics plotted against core need states
Stability/Order
Variety/
Freedom
Connection/
Belonging
Independence/
Ego
A structure for making sense of a given ‘universe’
10
12 Archetypes
All reflections of
underlying human
(consumer) needs
Stability/Order
Variety/
Freedom
Connection/
Belonging
Independence/
Ego
11
“Just One Story”
12
A Framework for Brand Positioning
13
From a deep understanding of human need-states to a simple &
powerful tool for measuring brand alignment
Is your brand
character
consistently
articulated across
every consumer
touchpoint?
Alignment
Archetypes can be measured through a short set of simple questions that can easily be added
into a qualitative screener or quantitative survey
14
Broadband: Main Player, Brand vs Advertising
OUTLAW
JESTER
LOVER
CAREGIVER
EVERYMAN
INNOCENT
RULER
SAGE
MAGICIAN
HERO
CREATOR
EXPLORER
Customers BT Advert BT
Brand Advertising Archetype
Brand
alignment
example
1
15
Broadband: Main Player, Brand vs Advertising
OUTLAW
JESTER
LOVER
CAREGIVER
EVERYMAN
INNOCENT
RULER
SAGE
MAGICIAN
HERO
CREATOR
EXPLORER
Customers Virgin Media Advert Virgin Media
Brand Archetype Advertising Archetype
Brand
alignment
example
2
16
3 models for digging a bit deeper
“What do I need?”
Archetypes Alignment Colours Profiling VARK Model
17
Colours Profiling
18
The 4 Profile Colours Identify Communication Preferences
Source: www.mybusinessgrowth.online/disc-profiling
Task Focus
People Focus
Reserved Outgoing
The Analyser – Pays close
attention to detail, abides
by rules and regulations
The Conductor – Tends to
take charge and make quick
decisions
The Socialiser – Seeks out
others to interact with and
influence
The Supporter – Tends to be
easy going, gentle and
considerate of others
19
Blue – The Analyser
Cautious, Conscientious & Calculating
Much more likely than average to say: Much less likely than average to say:
I try to live by the motto; buy better, buy less
I wait until a product or brand is discounted or
on promotion before I am willing to buy it
If I can't get free shipping for an online
purchase, I will shop elsewhere
Social media is a big part of my life
I am drawn to colour and prints when clothes
shopping
I love to spend time on creative activities (eg
painting, sewing, cooking)
20
Red – The Conductor
Dominating, Direct & Decisive
Much more likely than average to say: Much less likely than average to say:
I often buy clothes that I will only wear once
(e.g. night out / special occasion)
I always want the latest fashion trends
Desirable clothing brands are important to
me
I tend to choose clothes that are comfortable
I would describe my style as simple,
effortless and low-maintenance
Family life is the most important thing to me
21
Green – The Supporter
Steady, Stable & Supportive
Much more likely than average to say: Much less likely than average to say:
Family life is the most important thing to me
I would describe my style as simple,
effortless and low-maintenance
I tend to choose clothes that are comfortable
I would describe my style as polished,
sophisticated and put-together
I always look for the highest quality, irrespective
of price
I always want the latest fashion trends
22
Yellow – The Socialiser
Inspirational, Interactive & Impulsive
Much more likely than average to say: Much less likely than average to say:
I love to spend time on creative activities (eg
painting, sewing, cooking)
I like to immerse myself in new cultures as
much as possible
I am drawn to colour and prints when
clothes shopping
I would describe my style as simple, effortless
and low-maintenance
My style is a lot more casual than it used to be
I tend to choose clothes that are age-
appropriate
Colours can be measured through a short set of simple questions that can easily be added into
a qualitative screener or quantitative survey
23
3 models for digging a bit deeper
“What do I need?”
Archetypes Alignment Colours Profiling VARK Model
“How do I need it?”
24
VARK Modelling
25
A model that
describes how we
process information
(learning preference)
VARK
• Visual
• Auditory
• Reading/Writing
• Kinesthetic
26
Do shoppers buy into a given category with their eyes, brains
or taste buds?
Whether
products/visuals
look eye-catching,
interesting, etc
Based on logic &
rationale: price,
promo, ingredients,
etc
Based on emotive,
feelings-based
drivers
Based on previous
taste experiences,
sampling, etc
Visual Reading/Writing Kineasthetic Gustatory
In a category where sensory experience is a key driver, it’s critical to understand how best to engage the
senses!
27
3 models for digging a bit deeper
“What do I need?”
Archetypes Alignment Colours Profiling VARK Model
“How do I need it?” “In what format?”
28
Back to Keith…
Brands/products
promoting
togetherness,
connection
Brands/products
promoting individuality
Messages centred on
people-first,
maintenance of status
quo
Messages centred on
goals, solutions &
improvements
Communication format
focused on facts,
figures, logic
Communication format
focused on big picture,
visual content
“I’m a Warrior. I resonate with
disruption and independence. I’m
highly task focused and high paced
and I thrive on visual content”.
29
www.boxcleverconsulting.com
4th Floor, Victoria Wharf, 4 The Embankment,
Sovereign Street, Leeds, LS1 4BA
danyoung@boxcleverconsulting.com
Q & A
Ray Poynter
NewMR
Dan Young
Boxclever Consulting
Sponsors
Communication

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Using Psychographic Techniques to Uncover the Hidden Personalities in Your Survey Data

  • 1. Using Psychographic Techniques to Uncover The Hidden Personalities In Your Survey Data Dan Young Boxclever Consulting
  • 3. 3 Using Psychographic Techniques to Uncover The Hidden Personalities In Your Survey Data 11th October 22 Dan Young Boxclever Consulting
  • 4. 4 How Keith was recruited: 45-54 year old AB male from Norwich in the Older Family customer segment What Keith will never tell you.. “I’m a Warrior. I resonate with disruption and independence. I’m highly task focused and high paced and I thrive on visual content”. Meet Keith
  • 5. 5 How Phil was recruited: 45-54 year old AB male from Watford in the Older Family customer segment “I’m an Everyman. I resonate with connection and stability. I’m an extravert and I’m highly agreeable. I thrive on auditory content”. Meet Phil What Phil will never tell you..
  • 6. 6 The study of personality, values, attitudes, interests, and lifestyles… Psychographics …and how these lead to (subconscious) preferences
  • 7. 7 3 models for digging a bit deeper 1 | Archetypes Alignment 2 | Colours Profiling 3 | VARK Model
  • 8. 8 Sometimes a particular story, a particular character, or even a particular brand, just seems to ‘speak’ to us…it’s like we connect with them on a level that’s hard to put into words. Archetypes
  • 9. 9 Universal dynamics plotted against core need states Stability/Order Variety/ Freedom Connection/ Belonging Independence/ Ego A structure for making sense of a given ‘universe’
  • 10. 10 12 Archetypes All reflections of underlying human (consumer) needs Stability/Order Variety/ Freedom Connection/ Belonging Independence/ Ego
  • 12. 12 A Framework for Brand Positioning
  • 13. 13 From a deep understanding of human need-states to a simple & powerful tool for measuring brand alignment Is your brand character consistently articulated across every consumer touchpoint? Alignment Archetypes can be measured through a short set of simple questions that can easily be added into a qualitative screener or quantitative survey
  • 14. 14 Broadband: Main Player, Brand vs Advertising OUTLAW JESTER LOVER CAREGIVER EVERYMAN INNOCENT RULER SAGE MAGICIAN HERO CREATOR EXPLORER Customers BT Advert BT Brand Advertising Archetype Brand alignment example 1
  • 15. 15 Broadband: Main Player, Brand vs Advertising OUTLAW JESTER LOVER CAREGIVER EVERYMAN INNOCENT RULER SAGE MAGICIAN HERO CREATOR EXPLORER Customers Virgin Media Advert Virgin Media Brand Archetype Advertising Archetype Brand alignment example 2
  • 16. 16 3 models for digging a bit deeper “What do I need?” Archetypes Alignment Colours Profiling VARK Model
  • 18. 18 The 4 Profile Colours Identify Communication Preferences Source: www.mybusinessgrowth.online/disc-profiling Task Focus People Focus Reserved Outgoing The Analyser – Pays close attention to detail, abides by rules and regulations The Conductor – Tends to take charge and make quick decisions The Socialiser – Seeks out others to interact with and influence The Supporter – Tends to be easy going, gentle and considerate of others
  • 19. 19 Blue – The Analyser Cautious, Conscientious & Calculating Much more likely than average to say: Much less likely than average to say: I try to live by the motto; buy better, buy less I wait until a product or brand is discounted or on promotion before I am willing to buy it If I can't get free shipping for an online purchase, I will shop elsewhere Social media is a big part of my life I am drawn to colour and prints when clothes shopping I love to spend time on creative activities (eg painting, sewing, cooking)
  • 20. 20 Red – The Conductor Dominating, Direct & Decisive Much more likely than average to say: Much less likely than average to say: I often buy clothes that I will only wear once (e.g. night out / special occasion) I always want the latest fashion trends Desirable clothing brands are important to me I tend to choose clothes that are comfortable I would describe my style as simple, effortless and low-maintenance Family life is the most important thing to me
  • 21. 21 Green – The Supporter Steady, Stable & Supportive Much more likely than average to say: Much less likely than average to say: Family life is the most important thing to me I would describe my style as simple, effortless and low-maintenance I tend to choose clothes that are comfortable I would describe my style as polished, sophisticated and put-together I always look for the highest quality, irrespective of price I always want the latest fashion trends
  • 22. 22 Yellow – The Socialiser Inspirational, Interactive & Impulsive Much more likely than average to say: Much less likely than average to say: I love to spend time on creative activities (eg painting, sewing, cooking) I like to immerse myself in new cultures as much as possible I am drawn to colour and prints when clothes shopping I would describe my style as simple, effortless and low-maintenance My style is a lot more casual than it used to be I tend to choose clothes that are age- appropriate Colours can be measured through a short set of simple questions that can easily be added into a qualitative screener or quantitative survey
  • 23. 23 3 models for digging a bit deeper “What do I need?” Archetypes Alignment Colours Profiling VARK Model “How do I need it?”
  • 25. 25 A model that describes how we process information (learning preference) VARK • Visual • Auditory • Reading/Writing • Kinesthetic
  • 26. 26 Do shoppers buy into a given category with their eyes, brains or taste buds? Whether products/visuals look eye-catching, interesting, etc Based on logic & rationale: price, promo, ingredients, etc Based on emotive, feelings-based drivers Based on previous taste experiences, sampling, etc Visual Reading/Writing Kineasthetic Gustatory In a category where sensory experience is a key driver, it’s critical to understand how best to engage the senses!
  • 27. 27 3 models for digging a bit deeper “What do I need?” Archetypes Alignment Colours Profiling VARK Model “How do I need it?” “In what format?”
  • 28. 28 Back to Keith… Brands/products promoting togetherness, connection Brands/products promoting individuality Messages centred on people-first, maintenance of status quo Messages centred on goals, solutions & improvements Communication format focused on facts, figures, logic Communication format focused on big picture, visual content “I’m a Warrior. I resonate with disruption and independence. I’m highly task focused and high paced and I thrive on visual content”.
  • 29. 29 www.boxcleverconsulting.com 4th Floor, Victoria Wharf, 4 The Embankment, Sovereign Street, Leeds, LS1 4BA danyoung@boxcleverconsulting.com
  • 30. Q & A Ray Poynter NewMR Dan Young Boxclever Consulting