Understanding consumer psychology

Understanding consumer psychology

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"If two consumers are in the same age group and at the same level of income, they will react differently to the same advertising message if the first is introvert and the second extrovert".

TO UNDERSTAND WHAT WILL MOTIVATE THEM, IT IS IMPORTANT TO FIRST

IDENTIFY THE DRIVERS OF THEIR PERSONALITY.

1.

psychography Extrapolation process individual introvert extrovert feelings thought

2.

psychography Extrapolation process individual introvert extrovert feelings thought

3.

psychography Extrapolation process individual introvert extrovert feelings thought

4.

psychography Extrapolation process individual introvert extrovert feelings thought

Next, we will deduce these profiles through sets of attributes and variables.

Personality profiles Attributes segmentation psychographics woman man

Sophisticated

Sensitive

Careful

Excitable

Emotional

Ambitious

Confident

Rational

Logical

Independent

  • Sophisticated

  • Sensitive

  • Careful

  • Excitable

  • Emotional

  • Ambitious

  • Confident

  • Rational

  • Logical

  • Independent

Examples of Personality Attributes
for Woman and Man:

Woman

Affected
Affectionate
Grateful
Attractive
Charming
Complaining
Dependent
Dreamer
Emotional
Excitable
Feminine
Inconstant
Vain
Frivolous
Difficult
Lovable
Affectionate
Amiable
Soft
Crybaby
Careful
Complaining
Sensitive
Sentimental
Refined
Sophisticated
Submitted
Garrulous
Weak

MAN

Pleasant
Aggressive
Ambitious
Assertive
Bold
Adventurous
Noisy
Confident
Courageous
Cruel
Demonstrative
Messy
Dominant
Stubborn
Selfish
Energetic
Entrepreneur
Strong
Cheerful
Coarse
Independent
Introspection
Logical
Male
Rational
Realistic
Robust
Strict
Stable

CLASSIC CRITERIA OF SEGMENTATION

In a second phase, Consultant-BI applied this nomenclature to the classic criteria of segmentation, such as function, diploma, location and many others.
An example with “professions”: based on a study on 11,000 professions, we have developed 6 archetypes of professions:
ORGANIZATION, REFLECTION, FRAMEWORK, EXECUTION, MANAGEMENT, RELATIONSHIP
For example, the commercial manager becomes a relational profession, which integrates 35 personality attributes associated with it:
ELOQUENT, CHEERFUL, PERSUASIVE, INFLUENTIAL, EXTROVERT, ASSERTIVE, ...

IN THIS WAY, BASED ON PERSONALITY PROFILES, CONSULTANT BI OFFERS AN INNOVATIVE SEGMENTATION METHOD.

Limitless

The more data you have about your customers or prospects, the more detailed the Personality Profiles method will apply.

THE FIELDS OF APPLICATION OF PERSONALITY PROFILES ARE UNLIMITED IN MARKETING, SALES AND COMMUNICATION.

The interest of this approach is that it makes it possible to envisage interactions between the different dimensions of the human being and the search for congruence between the personality of a mark and the human personality.
profil personnalité segmentation psychographique
Caregiver
Flexible Engagement
Inspirator
Interactive participation
Reformer
Targeted Thinking
Coordinator
Systematic treatment

Director
Concrete action

Supporter
Mature Reflection
  • Caregiver
    Flexible Engagement
  • Inspirator
    Interactive participation
  • Reformer
    Targeted Thinking
  • Coordinator
    Systematic treatment
  • Director
    Concrete action

  • Supporter
    Mature Reflection