Hasta La Creative!

For decades, marketers have relied largely on demographic and behavior data to craft and target messages, using age, location, income, past purchases, and so on to help deliver the right message at the right time. But today, we have a new data set that could greatly improve our ability to do just that: psychometrics.

If the word is new to you, you’re not alone. Psychometrics refers to a set of tools that measure personality traits. Over the years, psychologists have developed many such frameworks. You’ve probably heard of Meyers Briggs Type Indicator, or MBTI. Another, called OCEAN, or The Big Five, quantifies five dimensions of personality: openness to experience, conscientiousness, extraversion, agreeableness and neuroticism. To see how OCEAN can work in a marketing context, let’s look at each dimension briefly:

Openness to experience. People who are open to experience display a lot of creativity and curiosity. If you score too high on this measure, you could lack focus or display risky behaviors. Score low, and you’re probably close-minded and pragmatic.

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