Psychometrics and psychological elements to use to connect with consumers
Posted: Mon Dec 23, 2024 9:55 am
Psychology has become another tool that marketers can use to connect with consumers, to understand them and to establish the most efficient communication channels. Understanding consumer behavior and the elements that lead them to act in that way can allow them to be much more efficient when connecting with them and therefore create messages that resonate better with consumers.
But the truth is that the weight that is being given to psychology all india whatsapp number list goes even further and it has begun to be taken into account for more things. In fact, there are already those who rely on psychology not only to construct messages but also to decide who sees them. This is the field of psychometrics, which is very similar to demographics but plays with different weapons. Marketers do not use consumer characteristics (such as age or where they live) to segment them and to establish how to connect with them.
Psychometrics is based on the measurement of personality traits, as explained in an analysis in AdAge , to establish different types of consumers and therefore different ways to connect with them. Starting from five dimensions of personality, five different groups of consumers can be profiled, with whom different messages also work.
What are the different types of consumers and how should you connect with them? The division is a bit more blurred here, in terms of characteristics and how to connect with consumers. For marketers, using this information is a lot more effort, as this data is much harder to obtain and it is therefore necessary to accumulate much more information and more concrete and specific information. The good thing is, however, that in the age of the Internet it is easier to do so than in earlier times, as consumers are constantly talking about their emotions online. In the end, you only have to analyse what a person has posted on Facebook or Twitter to establish what and what they are like and which personality compartment they should fit into.
What should marketers base their segmentation of consumers on? According to experts in this field, there are five major container groups that allow measuring personality.
Openness to experience
One of the elements that differentiates some consumers from others is how open they are to trying new things and experimenting. Those who manage to position themselves clearly in this area are creative and show curiosity about things. The messages have to be different depending on whether they achieve high or low scores in this area. Thus, those with a very pronounced personality in this area are much more open to risk than those who position themselves in a low position, who are pragmatic and more closed to new things.
Conscientious
Conscientious people tend to be disciplined, organized, and goal-oriented, although going overboard in this area can make us obsessive and stubborn.
Extroverts
This test measures how extroverted (or introverted) a person is, in order to also determine other aspects such as how easily they connect with others, how positive they are, or whether they are an energetic person.
Kindness
Another factor that is taken into account is kindness, which can make one compassionate, easy-going and cooperative, but can make one excessively competitive if one is low in this area or too naive if one is high.
Neuroticism
Or how easy it is to end up falling into negative emotions, such as sadness, anxiety or anger. Depending on the score you get on this point, it will be more or less easy to live with that person... and on one hand or another you will have to define the messages you send to that person.
But the truth is that the weight that is being given to psychology all india whatsapp number list goes even further and it has begun to be taken into account for more things. In fact, there are already those who rely on psychology not only to construct messages but also to decide who sees them. This is the field of psychometrics, which is very similar to demographics but plays with different weapons. Marketers do not use consumer characteristics (such as age or where they live) to segment them and to establish how to connect with them.
Psychometrics is based on the measurement of personality traits, as explained in an analysis in AdAge , to establish different types of consumers and therefore different ways to connect with them. Starting from five dimensions of personality, five different groups of consumers can be profiled, with whom different messages also work.
What are the different types of consumers and how should you connect with them? The division is a bit more blurred here, in terms of characteristics and how to connect with consumers. For marketers, using this information is a lot more effort, as this data is much harder to obtain and it is therefore necessary to accumulate much more information and more concrete and specific information. The good thing is, however, that in the age of the Internet it is easier to do so than in earlier times, as consumers are constantly talking about their emotions online. In the end, you only have to analyse what a person has posted on Facebook or Twitter to establish what and what they are like and which personality compartment they should fit into.
What should marketers base their segmentation of consumers on? According to experts in this field, there are five major container groups that allow measuring personality.
Openness to experience
One of the elements that differentiates some consumers from others is how open they are to trying new things and experimenting. Those who manage to position themselves clearly in this area are creative and show curiosity about things. The messages have to be different depending on whether they achieve high or low scores in this area. Thus, those with a very pronounced personality in this area are much more open to risk than those who position themselves in a low position, who are pragmatic and more closed to new things.
Conscientious
Conscientious people tend to be disciplined, organized, and goal-oriented, although going overboard in this area can make us obsessive and stubborn.
Extroverts
This test measures how extroverted (or introverted) a person is, in order to also determine other aspects such as how easily they connect with others, how positive they are, or whether they are an energetic person.
Kindness
Another factor that is taken into account is kindness, which can make one compassionate, easy-going and cooperative, but can make one excessively competitive if one is low in this area or too naive if one is high.
Neuroticism
Or how easy it is to end up falling into negative emotions, such as sadness, anxiety or anger. Depending on the score you get on this point, it will be more or less easy to live with that person... and on one hand or another you will have to define the messages you send to that person.