What Do Psychometric Profiles Actually Tell You About My Mum?

“I don’t talk to my mum in the same way I talk to my mate’s mums. She wouldn’t like it. She wouldn’t stand for it.
I know instinctively what to say and what not to.
How could a Brand know my mum like I do?

Consumer Psychology can help

Imagine as a brand marketer, if you could get to know every ‘mum’ in your audience. To uniquely understand how to talk to her as ‘Joanne’, not just as a generic ‘mum’.


Actually this is being done right now by some leading brands*. They use psychometric profiling to send the right message to the right person by providing an in-depth understanding of their target audiences. A bespoke message that ‘fits’ just right.

That’s right, your target audiences, not audience. You have to address each differently. And first you have to know which is which.

Psychometric profiling creates between four to eight reliable personality types and describe how they relate to your brand and your marketing messages.

These groups are not static pigeon holes – they are tailored to your brand and your products. And they are broken down into such a high level of detail you’ll know exactly what to do from a marketing perspective.

Here’s how:

Create Meaningful Overviews

Psychometric data creates high-level descriptions of your different personality profiles. For example, let’s look at one personality type. Meet “the performer”.

This personality type has:

  • An appetite for new ideas.
  • Explores the world through interacting with people
  • Prefers sequential information.
  • Constructs meaning from feelings.

Do you think you could go away and create the copy, style and imagery that connects with the performer personality using just this information?

Probably not. Yet, using demographics, you will probably be expected to do just that with the same, or usually less, information to hand.

Demographics can’t do this.

Demographics groups together different personalities because they live in the same house or the same neighbourhood. This is the reverse of what you need. Personas similarly created tend to be equally subjective.

Psychometrics takes away such subjectivity. It fills in the gaps so you have all the information you need about that personality type by creating an in-depth description. This description would typically include factors such as:

  • The performer is highly sociable and adventurous.
  • They are driven away by formality.
  • They like brands that are quirky, or push the limits to create unique experiences.
  • The emotional connection with a brand is more important than the actual outcome.
  • Gestures are more important than actions.
  • Copy needs to be centred around an interaction and have a fun tone.
  • Details are not important. The performer wants to understand what you are saying quickly and to understand how they emotionally react to your brand.
  • Imagery needs to be personal and emotionally expressive – balanced with the practical usage of your products.
  • The performer’s image and status is highly valued. They want a range of high-quality choices – particularly ones where they are being seen to care for their children and appearance.
  • A broad range of products or customisation options would be attractive to the performer, as well as a stylish brand.
  • Interests: Travel, Extensive Socialising, Technological Gadgets.

So, do you think you could create a campaign that connects with the performer now?

That’s the major benefit of psychometrics – it really drills down to give the most detailed description of your customer’s personalities, based on your brand.

Understand What Works For Each Group

 Each personality type will react differently to different campaigns. One type may react positively to a celebrity endorsement, for example, whereas another may hate it.

Psychometric testing gives you usable insights into your target audiences.

Let’s go back to our performer personality, and the graphic below. They will connect well with the left-hand advert, but not so much the right-hand one:

Fig1. Advertising informed by consumer psychology

The copy, style and imagery of these two adverts is completely different and, as such, will be viewed very differently by different personality types. Psychometrics creates marketing personalisation on a mass scale.

You can even predict results, given you know which personality type will connect with which advert.

Personalisation is knowing what works with each individual consumer

So, what do psychometric profiles actually tell you about your audience? Firstly they tell you that what works for one consumer, will not work for another.

They tell you how you must adapt your approach to copy, style and imagery for each personality type. They tell you they is no one right way to market your brand to all of your target audiences. Or every mum.

If every advert worked as well as the best one, what leap in your marketing effectiveness (and ROI) would result?

So stop imagining how your customer thinks and chooses – and go and find out!



Further Reading *

Research demonstrating that computer based techniques can predict a person’s behaviour better than even their partners and family members.

Dr David Stillwell, Cambridge University Psychometrics Centre, et al


National Academy of Science in United States of America