Psychographic Segmentation

Psychographics

OCEAN & Personal Universal Values

Psychographic Analyzes with AI

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Psychographic Segmentation

fully automated & 100% data-driven

Customer psychographics have become a central element in todays marketing. Recognizing the impact of an individual's personality on their purchasing decisions is a game-changer for businesses.

Why does a customer segment buy and another segment, which is similar when looking at surface demographics, does not?

Understanding the why helps you create better-targeted marketing and communication that cuts through the noise, engaging customers on a deeper, more meaningful level.

Psychographic Profiles in Seconds

Mnemonic AI uses state-of-the-art artificial intelligence to create psychographic profiles in seconds.
You do not need interviews and focus groups. Our artificial intelligence utilizes your customers' written or spoken language, i.e., e-mails, postings, or call transcripts.
Based on the language used, Mnemonic AI can make connections between underlying psychographic values and even the anatomical structure of the human brain.
Mnemonic AI automizes the process of psychographic segmentation. What takes researchers days or weeks can be done in mere seconds.

Psychographics can be combined with any of Mnemonic AI's data products or used stand-alone.

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OCEAN Personalitz Traits

OCEAN Personality Traits

Big Five Factor Model

Mnemonic AI is deeply rooted in research. We utilize the Big Five Factor Ocean Model for personality analyses, giving you an understanding of a user's or group's personality traits.
Tied to the personality analysis is a recommendation engine giving you information on how to word your messages and which images and videos to use.

Personal Values

Implicit drivers of buyer decisions

Schwartz's universal human values are the scientific measurement of basic needs, driving our actions and wants.
Mnemonic AI analyses these basic human values with AI based on natural language inputs of written or spoken text.
There is no need for questionnaires, SVS, or PVQ anymore.

How it works

Starting with Psychographics

Using Mnemonic AI is easy and fast. Our AI analyzes the personality traits and personal values in seconds.

Upload your data. Our AI needs to read in data from your audience.

Select OCEAN personality traits, Schwartz' universal personal values, or both.

Access the full OCEAN and Schwartz analyses in seconds. Recommendations for communication preferences included.

It is really that easy to get started with psychographic segmentation.
If you need large scale analyzes, we got you covered. APIs for programatically upload and analyzes are available.

Contact us

Get in touch with us for a demo of Mnemonic AI or request further information.

OCEAN Personality

Understanding human personality is a complex endeavor, and psychologists have developed various approaches for decades.
Understanding customer personalities is the ultimate way to create a personalized experience. One framework that has gained prominence is the OCEAN model, also known as the Big Five personality traits.
OCEAN stands for Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism.
This model has emerged as a cornerstone in the study of personality due to its detailed approach to categorizing traits.

The OCEAN model has been researched since the 1960s in over 2000 peer-reviewed studies. Recent research has shown the ability to use the OCEAN scale to detect the early onset of neurodegenerative diseases such as Alzheimer's or assist with diagnoses of mental disorders.

With modern medical imaging technologies, we can close the gap between empirical theory and hard science, correlating the thickness and surface structure of the brain to OCEAN personality traits.

The OCEAN Personality Traits

The OCEAN scale consist of five factors. Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism.
These traits are measured on a scale and combined give a rounded profile of an individuals personality.
Each trait is a collection of behaviors, attributes, and preferences.

Openness to Experience

Openness to Experience is characterized by imagination, intellectual curiosity, an appreciation for art and beauty, flexibility, tolerance for ambiguity, non-conformity, and a broad range of interests. Communication with individuals high in Openness to Experience should involve being open to new ideas, encouraging intellectual discussions, providing opportunities for learning, embracing creativity and innovation, being flexible and adaptable, sharing diverse perspectives, appreciating aesthetics, and respecting their need for personal space.

Conscientiousness

Conscientiousness is marked by traits like reliability, goal orientation, attention to detail, punctuality, self-discipline, ethical behavior, organization skills, and a focus on quality and accuracy. Communication with individuals high in Conscientiousness should involve clarity and organization, a focus on details, reliability, and punctuality, emphasis on goals and objectives, providing structure and guidelines, offering feedback and recognition, fostering a sense of responsibility, allowing time for preparation, maintaining professionalism and respect, and being open to feedback.

Extraversion

Extraversion is characterized by sociability, assertiveness, energy, talkativeness, enjoyment of social interactions, a positive outlook, a desire for stimulation and novelty, collaboration, an external focus, and a need for social stimulation. Communication with individuals high in Extraversion should involve social and engaging interactions, opportunities for collaboration, expressive and enthusiastic communication, active listening, fostering a positive and supportive environment, openness to socializing, group interactions, providing feedback and recognition, prompt responsiveness, and flexibility and spontaneity.

Agreeableness

Agreeableness is characterized by warmth, kindness, empathy, cooperation, conflict avoidance, trust, altruism, conflict resolution, emotional support, cooperativeness, and flexibility. Communication with individuals high in Agreeableness should involve a warm and friendly tone, empathy and understanding, a non-aggressive or confrontational approach, seeking consensus and collaboration, providing reassurance and support, active listening, focusing on win-win solutions, clear explanations and context, expressing appreciation and gratitude, and avoiding overwhelming with demands.

Neuroticism

Neuroticism is characterized by emotional instability, anxiety, worry, self-criticism, sensitivity to rejection and criticism, emotional reactivity, stress vulnerability, mood fluctuations, focus on negative aspects, greater emotional empathy, creativity, and depth of emotions. Communication with individuals high in Neuroticism should involve providing reassurance and support, creating a calm and safe environment, active listening and validation, focusing on solutions and action steps, being transparent and honest, avoiding overwhelming information, respecting personal boundaries, offering stress-management techniques, balancing positive and negative feedback, and regular follow-up and check-ins.

Getting started with psychographics is easy. Just get in touch and you are up and running in minutes.

OCEAN Personality Trait Use-Cases

Personality science and the understanding of personality traits have become increasingly valuable in various organizational departments. Here's how personality traits are leveraged in marketing, sales, and other areas within an organization.

OCEAN Personality in Marketing

Targeted Advertising: Marketers use personality traits to create highly targeted ad campaigns. By understanding consumer personalities, they can tailor their messages to resonate with specific traits. For example, extraverted individuals may be more drawn to ads that highlight social experiences, while introverted individuals may prefer ads that focus on solitude or introspection.

Brand Positioning: Personality traits guide brand positioning. Companies aim to align their brand image with the personality traits of their target audience. If a brand wishes to appeal to individuals high in openness to experience, they may focus on innovation and creativity in their marketing materials. In addition, the closer the match between brand and customer personality, the higher the chance of building loyalty among the customers.

Content Creation: Content marketers create materials that resonate with specific personality traits. For instance, content designed for conscientious individuals may focus on planning, organization, and structured approaches, while content for spontaneous individuals may emphasize creativity and spontaneity.

Personas and Segmentation: Personality traits inform personas and market segmentation. Companies analyze their customer base to identify clusters of similar personalities. This segmentation helps them develop strategies to target and engage specific personality groups effectively.

Emotional Branding: Emotional branding is rooted in understanding personality traits. Brands aim to evoke specific emotions that align with their target audience's personality. For instance, brands targeting agreeable individuals may focus on themes of community, connection, and support.

OCEAN Personality in Sales

Customized Solutions: Understanding customer personality traits helps sales teams provide customized solutions. For instance, for customers high in neuroticism who may be more risk-averse, offering additional security features or guarantees can close a deal.

Communication Style: Tailoring communication styles to customer personality traits enhances the sales process. Salespersons adapt their language, tone, and communication frequency to match the preferences of their prospects.

Closing Techniques: Different personality traits respond to different closing techniques. For instance, assertive individuals may respond well to direct and confident closing strategies, while more reserved individuals may require additional time and information.

OCEAN Personality in Human Ressources

Recruitment: Personality traits play a crucial role in recruitment and hiring processes. Companies may use personality assessments to ensure candidates' traits align with job requirements and company culture.

Team Building: Understanding team members' personality traits aids in creating harmonious and efficient teams. Teams can be assembled with a balanced mix of traits to promote collaboration and innovation.

Employee Engagement: Human resources departments use personality science to enhance employee engagement strategies. By recognizing individual differences, they can tailor recognition, motivation, and feedback approaches to boost morale and productivity.

OCEAN Personality in Product Development

Product Features: Product development teams consider personality traits when designing new products or features. For example, a tech product designed for extroverted individuals may emphasize social connectivity and group interactions.

Usability and User Experience: Understanding personality traits helps in creating user-friendly interfaces. A product designed for individuals high in openness to experience may prioritize customization and innovative features.

OCEAN Personality in Training

Training Programs: Personality traits are considered when designing employee training programs. Different training materials may be created to accommodate various learning preferences and traits.

Leadership Development: Organizations use personality assessments to identify potential leaders and customize leadership development programs based on their traits. This fosters the growth of leadership qualities that resonate with the individual's personality.

Getting started with psychographics is easy. Just get in touch and you are up and running in minutes.

Frequently Asked Questions

1. Are there specific industries or contexts in which the OCEAN model has been particularly useful or effective for understanding and predicting behavior?
The OCEAN model has been widely used across various industries and contexts for understanding and predicting behavior. In the workplace, for example, the OCEAN model can help organizations make more informed decisions about hiring, team composition, and leadership development. In marketing, the OCEAN model can be used to segment customers based on personality traits and tailor messaging and products to better meet their needs and preferences. In healthcare, the OCEAN model can help healthcare providers understand patient motivations and behaviors, leading to more personalized and effective care.

2. What are some practical strategies or techniques for using the insights gained from the OCEAN model to improve communication, teamwork, and overall effectiveness in personal or professional settings?
Using the insights gained from the OCEAN model to improve communication, teamwork, and overall effectiveness in personal or professional settings can be achieved through several strategies. For example, individuals can use their knowledge of their own personality traits to better understand their strengths and weaknesses and adapt their communication style accordingly. In team settings, understanding team members' personality traits can help leaders build more cohesive and effective teams by leveraging individual strengths and mitigating potential conflicts. Additionally, the OCEAN model can be used to identify areas for personal and professional development, such as improving emotional intelligence or developing more effective leadership skills.

3. How can individuals and organizations effectively use the OCEAN model to foster diversity, equity, and inclusion initiatives, ensuring that personality differences are understood and valued in the workplace?
Using the OCEAN model to foster diversity, equity, and inclusion (DEI) initiatives in the workplace involves several key steps. First, organizations can use the OCEAN model to raise awareness about the diversity of personality traits and the value that different traits bring to the team. This can help create a more inclusive environment where individuals feel valued for their unique contributions.

Second, organizations can use the OCEAN model to inform hiring and promotion decisions, ensuring that they consider a diverse range of personality traits when building teams and selecting leaders. This can help prevent bias and ensure that all employees have the opportunity to succeed based on their merits and abilities.

Third, organizations can use the OCEAN model to design training and development programs that are tailored to individuals' unique personality traits. For example, training programs can be designed to help individuals with lower levels of Conscientiousness improve their organizational skills, while programs for individuals with higher levels of Neuroticism can focus on stress management and resilience-building.

Overall, by using the OCEAN model to inform DEI initiatives, organizations can create a more inclusive and equitable workplace where all employees feel valued and supported.