Abstract

Historically, companies rely on customer surveys to produce consumer data. This data consists primarily of age ranges, gender, HHI, education, profession, etc. and is generally beneficial when creating marketing campaigns. The purpose of this test was to explore the potential benefits of identifying customers by personality types and employing that data in future marketing strategies. The collection method employed utilized a new behavioral technology that analyzes a single facial image (selfie) and processes that image through phenotype and genotype databases which have been studied and validated for over30 years. The facial image analysis was processed through two clinically proven personality inventories (Big 5 and DISC).

The test was designed to reveal if greater campaign success could be realized by:

(a)Identifying and matching customer personality types to audience personality types

(b) Enhanced insights into ad creative written for specific personality types

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The Impact of Personality Typing on a Nutraceutical Client

The ADcology agency had been working with a top 5 nutraceutical brand on TV, podcast and radio for 18+ months prior to commencing this test. ADcology’s technology scrubbed 112 verified customers from social media and (anonymously)processed them through their behavioral technology.It should be noted that customer personality patterns emerged around the 50-processing mark and solidified by customer #112. The study clearly identified that 74%+ of this businesses’ customers fit into (2) two dominant personality types. Learnings included personality profiles, introversion/extroversion levels, agreeableness, compassion, curiosity, avoidance, conscientiousness, learning styles (visual, auditory, print), bias, speech preferences, social engagement, most likely to be influenced by, and much more.

Results‍

Once compiled, the businesses’ personality profiles were matched against audience profiles and shared with creative script teams. In every area of measurement, deep personality insights into verified customers, when matched with corresponding media, overwhelmingly led to more profitable campaigns.  

Highlights

74% of customers fit into 2 primary personality types

28% increase from leads to conversion

34% decrease in cost per lead

22% increase in average order value

29% increase in lifetime customer value

58% reduction in unsuccessful media tests

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