MBTI Myers-Briggs Type Indicator

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					 Thinkers are go-getters and
Perceptive people are creative
          and fun…

        By Taka, Kazuya
          Darren, Tina
          Meyers-Briggs Personality
                Assessment
   developed to make C. G. Jung's personality type theory
    understandable and useful in people's lives
   one of the most popular and widely-used psychometric instruments
    for assessing personality characteristics in non-psychiatric
    populations.
   Applications have been made across a broad human experience,
    including in areas such as:
      counseling and psychotherapy

      education, learning styles, and cognitive styles

      career counseling

      management and leadership in organizations

      health-related issues.
                    Developed by
   Katherine Briggs (mother) & Isabel Briggs
    (daughter)
   Isabel’s comment to her associate;
      "You psychologists focus on what's wrong with
       people. The MBTI is about
    what's right with people.
    We must not hurt the MBTI by making
    it look like your other clinical
    instruments."
              MBTI Types


   Sensing (S)        iNtuition (N)
   Thinking (T)       Feeling (F)
   Judging (J)        Perceiving (P)
   Extraversion (E)   Introversion(I)
Thinking Characteristics         Feeling Characteristics

   Instinctively search for        Instinctively employ
    facts and logic in a
    decision situation               personal feelings and
   Focus on tasks and work          impact on people in
    to be accomplished.              decision situations.
   Easily able to provide an       Being sensitive to people
    objective and critical           needs and reactions is a
    analysis.
                                     prime consideration.
   Accept conflict as a
    natural, normal part of         Naturally seek consensus
    relationships with people.       and popular opinions
                                    Unsettled by conflict;
                                     have almost a toxic
                                     reaction to disharmony.
Judging Characteristics        Perceiving
                                Characteristics
   Plan many of the details
    in advance before moving      Comfortable moving into
    into action.                   action without a plan; plan
   Focus on task-related          on-the-go.
    action; complete              Like to multitask, have
    meaningful segments            variety, mix work and play.
    before moving on.             Naturally tolerant of time
                                   pressure; work best close
   Work best and avoid            to the deadlines.
    stress when keep ahead
                                   Instinctively avoid
    of deadlines.              
                                   commitments which
   Naturally use targets,         interfere with flexibility,
    dates and standard             freedom and variety
    routines to manage life.
         Consumer Values

From Roper Starches article in American
  Demographics, October 2000 named Re-
 Mapping the World of Consumers
           Consumer Values

   Creative     Challenge my mind, broaden my horizons

   Fun Seeker   Entertain me with fun, friends, and fantasy

   Intimate     Help me relax and enjoy my life

   Devout       Respect me and my family

   Altruist     Enrich me so I can contribute to the world

   Striver      Just cut to the chase, don’t waste my time
               Our Survey
We decided we wanted to do a correlation study
 between the Meyers-Briggs Personality types
 and the Consumer Value types. We surveyed 24
 people from the BYU-Hawaii campus from many
 different countries. The survey contained 30
 questions relating to consumer values. We took
 these results and compared them to each of the
 interviewed people’s MBTI results.
                Our Results

   Perceiving people had a Creatives
    tendency
   Perceiving people had a Fun Seeker
    tendancy
   Thinking people had a Strivers tendency
                  Creatives
Creatives are intellectual and curious people. They
  take an active roll in life. They like to exercise
  both their bodies and brains, through
  participation in everything from sports to
  culture. They are enthusiastic about technology
  and optimistic about life. They like to experience
  life to the fullest. They prefer time over money
  to pursue their many interests.
     Survey Results

22

20
                      Perceiving
18
                      Judging
16

14

        Creatives
              Interpretation
Perceiving people have about a 15% more
  likelihood of having Creative Tendencies.

For example, if you were an advertiser trying to
  reach perceivers, you could do the following:
Make and end cap display for spontaneous
  shoppers. The display should be eye-catching
  and interesting. It should have some depth and
  not just “eye candy”.
                Fun Seekers
Fun Seekers like to pleasure their senses. They
  experience through touch, smell, taste, sight,
  and sound. They play with life. They are into
  music, food, sports, and watching videos. They
  would rather go out than stay in. They would
  rather be with friends than family. Like
  Creatives, they are interested in technology, but
  only so they can play harder. They focus on
  external appearances and material things.
     Survey Results

22
20
                      Perceiving
18
                      Thinking
16
14
       Fun Seekers
              Interpretation
Perceiving people have about a 15% more
  likelihood of having Fun Seeker tendencies.

For example, if you wanted to sell the convertible,
  Volkswagen Beatle to a Perceiver, it should have
  lots of sensory input and appeal to their sense of
  appearance and need for material things.
                       Strivers
Strivers are everything that the other 5 groups are not.
   They care most about: ambition, power, wealth, and
   status. They have no concept of leisure time. They have
   no time to play; they are too busy getting ahead. They
   like to work late, come home and watch the news, then
   check the Internet for stock tips. Strivers haven't made
   it--they are not an affluent group. But they want to get
   there, and they are serious about it. When they do
  make time to shop, it's to enhance their public
  image with prestige brand names and flashy
  cars.
     Survey Results
17



16



15



14
                      Think ing

                      Feeling
13



12



11



10

        Str iv er s
            Interpretation
Thinking people have about a 15% more
 likelihood of having Striver tendencies.

For example, if you wanted to sell a
  computer to a Thinker, you should not
  focus on the appearance and go straight
  to the data. Give them the facts and
  statistics of the machine.
                  Disclaimer
   Small sample size
    We had a very small sample. For it to be more
     viable, we should have sampled at least twice
     as many people as we did.
   Skewed sampling pool
    Our statistics came from a very small area. To
     make the study more viable, we should
     extend our samples to a wider variety of
     people.
                    Summation
   Marketing to Perceivers as being Creatives
    and Fun Seekers
       Make the display fun and exciting while still
        giving the consumer something to think
        about.

   Marketing to Thinkers being Strivers
       Cut to chase and don’t worry about making it
        pretty, just practical.
              Conclusion

This research shows that by combining two
 variables, we can focus on consumers with
 more accuracy and cater to their
 individuality.

				
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