New Tool Leverages Big 5 Personality Profiles

To engage consumers in a marketplace inundated with products and messages, brands need to take a deeper approach to targeting. A new tool from MRI-Simmons and EthniFacts enables richer, more personal targeting strategies, leveraging consumers’ innate personality characteristics.

“Brands and agencies have searched for more precise forecasting of consumer behavior and purchases – even if consumers can’t articulate why they act”

The two firms have introduced the Big 5 Personality Suite, a targeting tool that separates consumers into ten segments based on deeply held desires, aversions, and other motivations. Users can identify consumers based on their openness, conscientiousness, extraversion, agreeableness, and emotional stability – then apply those learnings for messaging and in media plans informed by MRI’s rich consumer database.

Using the Big 5 Personality Suite, marketers can

• identify the consumers most likely to embrace a brand
• discover personality traits of a brand’s best consumers
• predict potential new consumers and how to reach them
• influence brand-consumer engagement

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“To target effectively in this cluttered environment, we need to understand consumers from the inside out,” said Anna Welch, President of MRI-Simmons. “The best campaigns and products are based not just on generations and geographies, but also on deeply held preferences and desires. MRI-Simmons and EthniFacts are seizing a unique opportunity to elevate targeting through a sophisticated approach to personality traits, allowing brands to speak to consumers in ways that are innately compelling.”

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“Brands and agencies have searched for more precise forecasting of consumer behavior and purchases – even if consumers can’t articulate why they act,” said Mike Lakusta, CEO and Founding Partner of EthniFacts. “Our collaboration with MRI-Simmons provides more personalized strategies to influence consumer choices and action, using the Big 5 system as a framework for understanding consumers at a deeper level.”

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