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Mike Lakusta

MRI-Simmons, Ethnifacts Empower Targeting Based on Consumers’ Innate Desires, Aversions

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…