The document describes the five main personality traits known as the "Big Five": Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism. For each trait it provides a brief definition and the percentages of people who score high or low on that trait. It then provides brief descriptions of common personality types like sales people, account managers, client marketers, planners, and creatives in terms of how they might score on the Big Five traits.

3. The Big Five
Openness
How open to new
experiences, artistic interests,
abstract thought
Closed: 31%
Open: 69%

4. The Big Five
Conscientiousness
How organised, diligent,
competent, dutiful,
achievement striving
Unconscientious: 47%
Conscientious: 53%

5. The Big Five
Extraversion
How outgoing, gregarious,
high activity, positive emotion
from high activity
Introverts: 40%
Extravert: 60%

6. The Big Five
Agreeableness
How ‘warm’, tender minded,
sentimental, trusting, modest
and to some extent friendly
Disagreeable: 45%
Agreeable: 55%

7. The Big Five
Neuroticism
How anxious, tendency
towards depressive thought,
vulnerability, even hostility is
predicted by this
Emotionally stable: 35%
Neurotic: 65%

8. Ogilvy Lab Day Attendees
busy people, with short attention spans
who like things to be dramatic and
emotional

9. Prone to
abstract
thought and
extremely
open to new
experiences

10. They find the miracle
of childbirth pretty
amazing.
Sales People
They don't like being on
their own, won't just sit
back and listen.

11. Likely to go running
after an argument.
Account Managers
Practical thinkers and good
listeners. They're
comfortable in social
situations, but are happy to
be on their own.

12. At a party, they're
the ones telling
the jokes.
Client Marketers
Logical thinkers who like to
take the driving seat.

13. If something breaks,
they go to find the
instructions.
Planners
Practical thinkers who enjoy
their own company.

14. Likely to turn up
late, and get angry
when things don't go
their way.
Creatives
Abstract thinkers who feel
inspired when they're alone.

15. Girls drink pints
and boys wear
makeup

16. The Evolution of The New Me
In evolutionary terms, we began as physical organisms, single cell creatures
responding to simple stimuli. At this point we were purely physical.

17. The Evolution of The New Me
…and zooming through evolution a few billion years we arrived at
an aware and feeling being

18. The Evolution of The New Me
…and more recently, another part of us has
appeared – our digital me

19. The Evolution of The New Me
In the last 12 months, we have seen an explosion of new technologies linking the physical
and digital self – Quantified Self.
Clever devices designed to process physical data

20. The Evolution of The New Me
VisualDNA is a technology that connects our digital
being with our emotional self.

21. The Evolution of The New Me
We enable connections for a more complete relationship between all aspects of ourselves with
the potential of making the digital world more real and a more complete representation of our
true self.

22. Edward Weatherall
Client Director
T: 020 7749 0219 / M: 0771 509 1536
edward.weatherall@visualdna.com
@edweatherall