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.