What Is Personality AI and How To Use It for Market Research
Agile approaches to market research have been gaining momentum in recent years, and for a good reason. Read on to find out how agile market research generates a highly efficient research process, more informed decision-making, and greater value for businesses.
Table of Contents:
- What is Personality AI?
- How Personality AI works
- Personality AI with quantilope
- How to use Personality AI
What is Personality AI?
Personality AI is a method that leverages ai technology and machine learning to quantify personality traits from a respondent’s open-ended text response.
The method is based on psychology’s “Big Five” personality traits that can be used to quantify aspects of human personality. As the name implies, this personality model contains five traits (also known as “factors” or “dimensions”); each respondent has a certain score on each of these dimensions that allows brands to draw some conclusions about their personality.
These five traits go by the acronym ‘OCEAN’ which stands for ‘Openness’, ‘Conscientiousness’, Extraversion’, ‘Agreeableness’, and Neuroticism (also known as Emotional Sensitivity). On the other side of each of these dimensions (in order), are ‘Security’, ‘Flexibility’, ‘Introversion’, ‘Competitiveness’, and ‘Emotional Stability’. The below diagram shows these dimensions in a side-by-side comparison:
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How Personality AI works
As mentioned above, Personality AI works through artificial intelligence and machine learning algorithms. Using a response from a designed personality-based open-ended question, these algorithms are able to extract information about each participant and assign them a magnitude on each of the five dimensions mentioned above.
Typically, these five-factor dimension scores are assessed using question catalogs consisting of many rating scale questions, which can take a long time to answer, or can even be assessed using an individual’s social media profile such as LinkedIn. To get an even more detailed read of personality in consumers’ own words, quantilope came up with a new approach to Personality AI - as described below.
Personality AI with quantilope
Rather than prompting respondents with tedious scaled questions, quantilope’s approach to Personality AI asks participants to submit a single written response based on the prompt shown below:
This is a unique approach to this personality assessment, as a respondent isn’t asked to choose from a list of personality traits, but rather, these traits are defined based on their individual feedback. As such, it’s an authentic, easy, and unbiased way to capture personality insights.
The below points summarize some additional benefits of quantilope’s personality ai approach:
Shorter answer time than with most traditional big five-factor inventories (think Rating Scale Matrix with 50 dimensions which take a long period of time to answer leading to respondent fatigue, and thus, poor-quality answers)
Because of the shortened design (and answer time), this method can easily be added to surveys alongside other advanced methods without adding to much time to the overall survey experience
Detecting and cleaning non-answers in text format is a lot easier than detecting someone answering randomly to rating scales
Forced self-reflection leads to more accurate descriptions, and open-ended formats encourage participants to express themselves more freely (as opposed to fixed questions/answers)
How to use Personality AI
Personality AI is used in a variety of ways in market research; below are just a few examples:
Discover how different personality traits might react to brand activities
Different personalities will respond differently to advertisements, new concepts/claims, product designs, brand messages, and so on.
Below are some examples of how brands could explore how different personality traits might respond to these future initiatives:
- New product innovations
When releasing a new product, it’s smart for brands to test their concept or prototype among their audience before officially releasing it to market. Personality AI comes in to inform brands of which personality types respond best to a concept, and which personalities will not be the best fit for the new release. Knowing this information can help brands tailor, tweak, and best communicate their new product when the time comes.
- New packaging designs
Similar to new product ideas, responses to types of packaging can also differ among unique personalities. Those who are extraverted and open might respond best to loud, bold packages with pops of color. Meanwhile, those who are more reserved (i.e. secure, stable, introverted) might prefer packaging with subdued designs that are softer and more gentle on the eye.
- Advertising/Message Claim Testing
As a final example, and perhaps the most straightforward, personalities will respond in various ways to types of advertising and messaging content. Similar to the above, in which personalities might prefer different types of packaging, unique personalities might also have preferences in terms of soft or loud music, the use of well-known celebrities, or the choice of wording used in the ad spot. Personality AI can uncover these different personalities and inform brands of how they’d respond to advertising initiatives.
Understand the personality profile of current consumers
While it’s simple to add demographic questions to a survey to learn who participants are in terms of age, gender, ethnicity, and so on, personality AI allows brands to uncover profiles beyond those basic surface-level characteristics.
For example, learning that a majority of your target audience is considered ‘extraverted’ and ‘open’ would provide more insight into who they are as a consumer than simply that they are male or female. Knowing the personalities of your audience helps predict how these consumers perceive your branding efforts.
Below are a few examples of how Personality AI is used to profile and understand audiences:
- Segmentation Studies:
Personality AI identifies sections of your target audience that are more outgoing, more open to new things, more agreeable, etc. Using these personality insights, brands can craft actionable consumer segments to target with new initiatives down the road.
For example, if a brand knows they have two main segments of its target audience (one is young females who happen to be extraverted and open, and the other is older females who are more secure and introverted), that brand can cater its new product launches and advertising communications accordingly for those audiences.
- Usage and Attitude Studies:
Brands can also use Personality AI to learn more about the profile of their consumers in terms of how they're using a product or service. Usage and attitude studies paint a detailed picture of how consumers interact with your brand, product, or service after it leaves the shelf; different personalities might use those brands, products, or services differently.
Consider a line of jackets from an outerwear company. A customer that scores high on competitiveness or extraversion may look for styles that are more flashy, bold, unusual, or unique; these customers may buy a really bright-colored jacket or one with an intricate print/pattern. On the other hand, customers that score low on these traits may be more reserved in nature, and their style will express that; these shoppers may lean toward more neutral or plain-colored jackets. Depending on the personalities of the outerwear’s target audience, this helps in the design process to ensure they’re producing jackets that will cater appropriately to their shoppers.
Personality AI models provide brands with deeper insights than simple personality questionnaires. By using this advanced method built on machine learning, brands are better equipped to cater their products and services based on their target audience’s personality factors.
The use of this advanced algorithm paints a unique archetype of a brand’s audience that goes beyond what standard scaled questions can inform. As a result, consumers feel they are heard and understood - a win-win for both brands and their consumers.
To learn more about how you can use Personality AI in your own research to closely understand human personality, get in touch below!