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Using Psychographic Techniques to Uncover the Hidden Personalities in Your Survey Data
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We’re all familiar with analysing survey data in terms of key differences by demographics – profiling by age, gender, social grade, etc, can unlock plenty of rich and actionable information. And of course we can go further, profiling respondents by their attitudes and behaviours, for example, usually within a very specific category or thematic context. But often the real insight lies a bit deeper. Join us for a discussion around some of the psychographic techniques that we’re using to uncover a deeper sense of who our survey respondents really *are*, at the fundamental level of their ‘character’ and ‘personality’. You’ll see how this can sit at a largely subconscious level, but can have a huge impact on survey responses, often in a way that transcends other demographic factors. From archetype theory that helps to uncover hidden personas, to DISC modelling that helps to unlock core personality profiles, and VARK modelling to identify respondents’ preferred learning styles, at Boxclever we’re using our psychological toolkit to shine a light on what really drives consumer decision making, and provide a far richer view of your customers than you may have previously thought possible!
Ray PoynterSeguir
Managing Director em The Future PlaceAnúncio
Using Psychographic Techniques to Uncover the Hidden Personalities in Your Survey Data
- 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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