1. Inside the
mind of the
IT buyerApplying Myers-Briggs
to the tech market

2. What we did...
We asked just under 1,000 IT professionals in the US, UK,
France and Germany a series of questions designed to
elicit their Myers-Briggs profiles
We wanted to see whether some profiles were more
dominant than others and how they differ from country
to country
And we were interested in how the results could help us
create more powerful messages for our clients

3. Myers-Briggs
Myers-Briggs divides people into 4 groups with
4 personalities in each group
Thousands of people take these tests every year
– and have done so for 50 years
These personalities tell us how people think, how they
make decisions, how they like to be communicated with
and how they view innovation

4. Groups and types
Opportunists (SP) Controllers (SJ) Peacemakers (NF) Strategists (NT)
Skilled ‘real world’ tacticians Skilled logisticians Skilled diplomats Skilled strategically
Generally optimistic Careful traditionalists Intuitive idealists Rational dreamers
Love innovation Organised, stable, sensible Community-driven Love new theories
Impulsive – excite me! Pessimistic about future Cling to beliefs, all or nothing Detached, contemplative
Interested in ‘here and now’ Dutiful towards others Passionate, emotional Experimental, sceptics
Like to be challenged Seek security, hate change Creative, imaginative Analytical, theoretical
Dislike theory Like concrete tangibles Like theory and possibilities Knowledge-seeking
Like colourful language Suspicious of technology Future-oriented Ingenious, inventive
Publicist (ESTP) Supervisor (ESTJ) Influencer (ENFJ) Leader (ENTJ)
Craftsman (ISTP) Auditor (ISTJ) Mentor (INFJ) Planner (INTJ)
Charmer (ESFP) Enabler (ESFJ) Storyteller (ENFP) Inventor (ENTP)
Assembler (ISFP) Protector (ISFJ) Healer (INFP) Architect (INTP)
To decode the 4 letter codes, see http://www.personalitypathways.com/type_inventory.html

5. No even split
The 16 personalities do not neatly divide across the
general population
In the US, the largest single personality (ESTJ) accounts
for 15% of all people
The lowest (INFJ) represents just 2%

6. Across the US
In the population as a whole some groups are bigger than others
23% 43% 18% 16%
INFJ ENTJ INTJ ENTP INTP
ENFJ INFP
ISTP ISFP ENFP
ESTP
ESFP
ISTJ ISFJ
ESFJ
ESTJ

7. How do IT pros
compare?

8. US IT pros Nothing like the average
28% 39% ENFJ
INFJ ENFP
US pop. INFP
23%
US pop. US pop.
ENTJ INTJ ENTP
US pop.
ESFP ISFP US pop.
US pop.
ESTP US pop.
10%
US pop.
US pop.
US pop.
US pop.
ESFJ ISFJ
US pop. INTP
US pop. US pop.
ESTJ
ISTP US pop.
US pop.
ISTJ

9. This sure ain’t
Kansas anymore
What did we learn?
In the US, 3 key personality types account for
59% of all IT professionals surveyed
In mid-market companies, 1 type alone accounts
for 38% of IT professionals
Small businesses have a far more strategic outlook
than many would expect
85% of IT professionals will naturally disbelieve
anything you tell them

10. What should you
do about it?
Focus on evolution not revolution – show where new products
come from, how they extend from current ‘knowns’
Focus on long-term consistent messaging over short bursts
of activity
Always have precise evidence to back your claims – don’t be
vague or ambiguous – avoid hype
Show the steps involved in your solution, focus on practical
implementation over theoretical possibility
Build a loyalty component into your customer relationships
and be very loyal to your customers

11. New world
vs old world
The US and Europe are very different
The top personality type in the US accounts for just 5% of
European IT professionals surveyed
Company size is far less significant than in the US but nationality
creates radical variations of type
France and Germany are absolute polar opposites
– the UK treads a middle line
These results pose serious questions for those running
global marketing campaigns

12. UK IT pros The most balanced picture
30% 16% 20% ENFP
35%
ESTJ ESFJ
ISFJ ENFJ
ISTJ
INFJ INFP
ESFP ISFP
ESTP ENTJ
ENTP INTP
INTJ
ISTP

13. What should you
do about it?
Focus on balancing the long-term big picture with short-term
practical benefits
Use analytical frameworks that balance theory with the tangible
results of applying that theory
Don’t focus on rigid route maps to success, highlight flexibility
of approach and solution
The human effects of change will be of limited interest
Maintain regular communication, UK IT professionals are prone
to constantly reassessing solutions

14. French IT pros Strategists dominate
30% ESTJ
ISTJ
ESFJ ISFJ
ENFJ
INFJ
ENFP 50%
8% INFP
ESTP
ESFP
ISFP
12%
ENTJ
ISTP
ENTP
INTJ
INTP

15. What should you
do about it?
Focus on theory over application – 80:20
Build strong rational arguments but acknowledge there is never
just one, single solution
Deliver thorough analysis and impeccable logic
Focus on models rather than rules – maintain flexibility
Don’t be afraid to speculate about the future but show how
that future stems from present theories
Highlight the big picture over detail

16. German IT pros Opportunists rule
50% 11% ESFJ ISFJ
ENFJ INFJ
ENFP INFP 16%
ESTJ ISTJ
5% ENTJ INTJ ENTP INTP
ESFP ISFP
ESTP
ISTP

17. What should you
do about it?
Focus on application over theory – 80:20
Highlight the immediate and short-term benefits
– let the here and now dominate
Make it real with who, what, why, where, when etc
– provide tangible evidence to back up claims
Demonstrate specific actions that can be taken quickly
Where theory is required, demonstrate the real world impact
Look to overcome short attention spans, cut to the chase
and don’t waste their time

18. Words of caution
These are the top line results of the study – the profiles it led to
cover 60 different elements of personality
The sample size is not enormous – just under 1,000
The study does not have the accuracy of the full MBTI™ test – which
asks 10 times the number of questions (although ours generated
comparable results to other Myers-Briggs tests we compared it to)
The approach appears to work when applied to specific job roles
(eg IT), it does not work for more generalised business and
management roles as those people tend to come from a wide
range of personalities
We hope you found it interesting

19. A bit about us
In the office, in the home and on the road, technology
is changing the world. At Banner, we help the world's
leading technology companies accelerate the adoption
of their ideas, products and services. We build brands.
We generate demand. And we create sales momentum.
So whether online, offline or in person, we can help
you succeed faster and further.
Discover more at www.b1.com and on our blog at
www.b1blog.com