The real why and the hidden who: Fixing the weak links in how we measure personality to make better use of behavioural science in marketing

Looks at how Ogilvy and Kantar created, tested and deployed a completely new instrument that more effectively decodes individuals at scale, using a series of proven behavioural science lenses.

Abstract

Marketers, communicators and behaviour-change strategists have lacked a powerful set of tools to boost effectiveness. They have depended on research, to be sure, but that research has been as blunt as a chisel when a proton beam is what is called for. Through a multi-year collaboration, Ogilvy and Kantar have created, tested and deployed a completely new instrument that more effectively decodes individuals at scale, using a series of proven behavioural science "lenses" that had never before been pulled together into one comprehensive instrument. Together, these lenses decode personality traits, cultural cognition1and cognitive styles to reveal "the...

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