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Psychographics. What Type Are You?

We can target people on psychological common denominators, such as preferences, but also by psychological type. Whether you are an extravert, introvert, sensing, intuitive, thinking, feeling, perspective or judging type, plays a role in how we communicate to you.

We can reverse engineer your type by knowing your behavior and then advertise to the preferences whith which you perceive and decide. But don't worry, nobody is just one type, we're a combination of various psychological preferences and, unless you are the combination of a lock, we can analyze the preferences by which you perceive by the preferences you express and by the predicates you use when you formulate search questions or dialogue.

We can take clues from whether you ask to be shown the features, or the patterns, or the logical relationships, or how things can be sorted. These are visual clues. 

Or we can listen for hearing clues, you may want to be told how things match your experiences, or what’s harmonious about it, or how things can be contrasted against something else, or how it relates to the people and things you prefer. 

And then there are sensory clues when you ask to feel signals, or signs of it’s nature. Or you want to feel in control or feel the routine of it.

We can also mine for questions or topics that inspire new combinations, or clever strategies, or language rich in associations, or the underlying structure of the whole thing.

These results help us structure an approach to media and advertising strategy once we know that you're extravert when you focus on people and an introvert when you focus on ideas and concepts, a sensing  type when you focus on the data from your senses and an intuitive type when you focus on the possibilities beyond what’s there, and if you always focus on what’s there in your environment you are a perceptive type, but if you prefer to draw conclusions about it you are a judging type.

You can tell that you're really a thinking type by judging on whether something is true or false, but if you judge something on whether it's good or bad you would be a feeling type. Of course, we also have to know how to effectively use such analysis beyond merely matching predicates. We have to write to be understood.

This is how I would treat the information if you were actually a thinking type:

I would give you honest, frank, logical, reasoned feedback and positive comments, while staying detached.

If you’re more of a feeling type, I would take time to develop rapport, I wouldn’t be so honest and I wouldn’t critique or challenge you.

If you were a perceiving type, I would allow much more time before deciding and I wouldn’t draw conclusions when speaking. I would describe situations rather than evaluating them and I’d consider all options, including last minute changes.

If you were a judging type, I would decide quickly and negotiate specific deadlines, narrow my focus and options and I wouldn’t make last minute changes.

If I were a sensing type I would be practical, provide details, facts and immediate applications, all in a linear presentation and I would not use analogies or deep  metaphors. And I’d use words relating to sensory and real-life imagery.

But if you were an intuitive type, I would consider far fetched ideas and I’d brainstorm with you. I wouldn’t get bogged down in facts and details and I would let you share your dreams and help you link your ideas to reality.

In communicating with you as an extravert I’d let you know that I’m listening and when I’d like to say something, or I might lean forward and feign interest, enthusiasm and above all, I’d keep eye contact. I would remember that extraverts often think out loud, so I wouldn’t have to take them too seriously.

Introverts are the toughest for me to communicate with because if you were an introvert I’d have to think before I speak and respect your privacy. I’d have to wait for you to take all the time in the world to respond to my questions and I wouldn’t fill in the silence with small talk. Certainly, I wouldn’t be imposing or expect immediate responses and I would provide information ahead of time and summarize and share direction.

So, if you'd like to sell something warm and wooly, feel free to start mining bios for for touchy-feely predicates, or for olfactory terms if you want to sell perfume. Just don't try this to pick up women, sell snake oil or influence foreign policy. Not because I find it unethical, but because I haven't finished perfecting my app.



Join The Conversation

  • May 5 Posted 5 years ago Hyun Daniel Kim

    This is an interesting approach, similar to the brand identity and target segementation. Just as brand identity or target segmented is differentiated, the psychographic can be utilized. if used properly.

    But I think it is often hard to target the "psychological" factor, as it can change by situations. A person can be introvert or extrovert at the same time. 

    What I am trying to say is that psychological segmentation is theoretically possible, but to put into a marekting practice is difficult as the boundary between psychographic is often not definite or bordered. 

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