Crystal: The most accurate personality platform on the planet

DiSC provides solutions for conflict management, building trust, and reducing miscommunication. Interestingly, the general public don’t share these same worries. A growing slate of data privacy laws seek to protect consumers from having their personal information shared or sold without their knowledge, and there are hefty penalties for companies that do not comply. Crystal is the largest and most accurate personality platform, trusted by over 2 million professionals since 2015.

Approaches grounded in explicit consent and transparent data practices aren’t just Personality-based marketing ethically preferable, they’re likely to be more durable as regulations tighten. The direction of travel in most jurisdictions is toward greater restriction, not less, which means personality segmentation strategies that depend on passive behavioral inference face real legal exposure. These aren’t science fiction scenarios; the building blocks exist, and some are already deployed in gaming contexts. Understanding how personality traits manifest in consumer behavior is the analytical foundation for building profiles that are psychologically grounded rather than intuition-based. These aren’t separate systems; increasingly, they’re the same system.

High Neuroticism scorers respond to safety messaging and risk reduction, emphasizing what can go wrong if they don’t act, or what your product protects them from. Agreeable consumers value harmony and community; they’re swayed by how a brand treats people, not just what it sells. Each OCEAN dimension maps onto distinct consumer behaviors and messaging preferences that companies can exploit systematically. For marketers building serious segmentation systems, the Big Five is the foundation worth building on. Some companies collect personality data through explicit surveys, asking customers about their preferences and tendencies. These differences aren’t superficial, and they don’t get captured by demographic data alone.

What Are Personality Types in Marketing?

To find out more about how Acxiom can help with audience segmentation, take a look at Personicx, our smart segmentation solution that is sophisticated and statistically based, while also being intuitive, easy to apply, and quick to deliver results. Artificial intelligence (AI) is accelerating the process, with algorithms used to quickly analyze vast volumes of customer data and automatically identify patterns and audience segments. This strategy delivers a robust multi-dimensional view of the buyer persona that will allow you to identify precise segments and create meaningful experiences. It also allows you to predict future behavior, and tailor your marketing strategy to influence the buying decisions your customers will make. However, demographics alone will not deliver a particularly sophisticated form of segmentation compared with psychographics. Demographics is the most widely used form of market segmentation and delivers basic customer insights that can inform broad audience segments.

• But now, it has become much easier to use the consumer information that can be found on social media and also, as we have already mentioned, with targeting tools.
• Nowadays, these two terms go hand in hand in creating a segmentation strategy for any brand.
• Follow your opportunities through Odoo CRM and analyze the conversion rate, the expected revenue, and the generated revenue of each of your campaigns.

Instead of just knowing a customer’s age, gender, or location, personality marketing aims to understand their motivations, fears, values, and emotional triggers. Tech companies customize product positioning by personality traits. Responsible brands address these concerns through clear data policies, explicit consent, ethical guidelines on messaging tactics, and transparency about how personality insights inform their marketing strategies.

You can leverage personality information to create messaging and delivery variations tailored to the different segments of your ideal customer base. The consumer personality insights generated through the activities in the previous section should be used to enhance your marketing strategies. Another thing to view is their social media patterns, including what people like, click, comment on, and share.

DiSC and Insights explore behavior and communication styles, while Myers-Briggs delves into cognitive preferences. Analyze the content they share, their engagement patterns, and the topics they discuss. Personality types and demographics can work in complementary ways to inform your customer personas and help you create more effective, tailored marketing strategies. I shared some of my ideas at Content Marketing World, which you can watch in this clip.