1.
Using Psychographic Techniques to
Uncover The Hidden Personalities
In Your Survey Data
Dan Young
Boxclever Consulting

2.
Sponsors
Communication

3.
3
Using Psychographic
Techniques to Uncover The
Hidden Personalities In
Your Survey Data
11th
October 22
Dan Young
Boxclever Consulting

4.
4
How Keith was recruited:
45-54 year old AB male from
Norwich in the Older Family
customer segment
What Keith will never tell you..
“I’m a Warrior. I resonate with
disruption and independence. I’m
highly task focused and high paced
and I thrive on visual content”.
Meet Keith

5.
5
How Phil was recruited:
45-54 year old AB male from
Watford in the Older Family
customer segment
“I’m an Everyman. I resonate with
connection and stability. I’m an
extravert and I’m highly agreeable. I
thrive on auditory content”.
Meet Phil What Phil will never tell you..

6.
6
The study of personality, values, attitudes, interests, and lifestyles…
Psychographics
…and how these lead to (subconscious) preferences

7.
7
3 models for digging a bit deeper
1 |
Archetypes Alignment
2 |
Colours Profiling
3 |
VARK Model

8.
8
Sometimes a particular story, a particular character, or even a particular brand, just
seems to ‘speak’ to us…it’s like we connect with them on a level that’s hard to put into
words.
Archetypes

9.
9
Universal dynamics plotted against core need states
Stability/Order
Variety/
Freedom
Connection/
Belonging
Independence/
Ego
A structure for making sense of a given ‘universe’

10.
10
12 Archetypes
All reflections of
underlying human
(consumer) needs
Stability/Order
Variety/
Freedom
Connection/
Belonging
Independence/
Ego

11.
11
“Just One Story”

12.
12
A Framework for Brand Positioning

13.
13
From a deep understanding of human need-states to a simple &
powerful tool for measuring brand alignment
Is your brand
character
consistently
articulated across
every consumer
touchpoint?
Alignment
Archetypes can be measured through a short set of simple questions that can easily be added
into a qualitative screener or quantitative survey

14.
14
Broadband: Main Player, Brand vs Advertising
OUTLAW
JESTER
LOVER
CAREGIVER
EVERYMAN
INNOCENT
RULER
SAGE
MAGICIAN
HERO
CREATOR
EXPLORER
Customers BT Advert BT
Brand Advertising Archetype
Brand
alignment
example
1

15.
15
Broadband: Main Player, Brand vs Advertising
OUTLAW
JESTER
LOVER
CAREGIVER
EVERYMAN
INNOCENT
RULER
SAGE
MAGICIAN
HERO
CREATOR
EXPLORER
Customers Virgin Media Advert Virgin Media
Brand Archetype Advertising Archetype
Brand
alignment
example
2

16.
16
3 models for digging a bit deeper
“What do I need?”
Archetypes Alignment Colours Profiling VARK Model

17.
17
Colours Profiling

18.
18
The 4 Profile Colours Identify Communication Preferences
Source: www.mybusinessgrowth.online/disc-profiling
Task Focus
People Focus
Reserved Outgoing
The Analyser – Pays close
attention to detail, abides
by rules and regulations
The Conductor – Tends to
take charge and make quick
decisions
The Socialiser – Seeks out
others to interact with and
influence
The Supporter – Tends to be
easy going, gentle and
considerate of others

19.
19
Blue – The Analyser
Cautious, Conscientious & Calculating
Much more likely than average to say: Much less likely than average to say:
I try to live by the motto; buy better, buy less
I wait until a product or brand is discounted or
on promotion before I am willing to buy it
If I can't get free shipping for an online
purchase, I will shop elsewhere
Social media is a big part of my life
I am drawn to colour and prints when clothes
shopping
I love to spend time on creative activities (eg
painting, sewing, cooking)

20.
20
Red – The Conductor
Dominating, Direct & Decisive
Much more likely than average to say: Much less likely than average to say:
I often buy clothes that I will only wear once
(e.g. night out / special occasion)
I always want the latest fashion trends
Desirable clothing brands are important to
me
I tend to choose clothes that are comfortable
I would describe my style as simple,
effortless and low-maintenance
Family life is the most important thing to me

21.
21
Green – The Supporter
Steady, Stable & Supportive
Much more likely than average to say: Much less likely than average to say:
Family life is the most important thing to me
I would describe my style as simple,
effortless and low-maintenance
I tend to choose clothes that are comfortable
I would describe my style as polished,
sophisticated and put-together
I always look for the highest quality, irrespective
of price
I always want the latest fashion trends

22.
22
Yellow – The Socialiser
Inspirational, Interactive & Impulsive
Much more likely than average to say: Much less likely than average to say:
I love to spend time on creative activities (eg
painting, sewing, cooking)
I like to immerse myself in new cultures as
much as possible
I am drawn to colour and prints when
clothes shopping
I would describe my style as simple, effortless
and low-maintenance
My style is a lot more casual than it used to be
I tend to choose clothes that are age-
appropriate
Colours can be measured through a short set of simple questions that can easily be added into
a qualitative screener or quantitative survey

23.
23
3 models for digging a bit deeper
“What do I need?”
Archetypes Alignment Colours Profiling VARK Model
“How do I need it?”

24.
24
VARK Modelling

25.
25
A model that
describes how we
process information
(learning preference)
VARK
• Visual
• Auditory
• Reading/Writing
• Kinesthetic

26.
26
Do shoppers buy into a given category with their eyes, brains
or taste buds?
Whether
products/visuals
look eye-catching,
interesting, etc
Based on logic &
rationale: price,
promo, ingredients,
etc
Based on emotive,
feelings-based
drivers
Based on previous
taste experiences,
sampling, etc
Visual Reading/Writing Kineasthetic Gustatory
In a category where sensory experience is a key driver, it’s critical to understand how best to engage the
senses!

27.
27
3 models for digging a bit deeper
“What do I need?”
Archetypes Alignment Colours Profiling VARK Model
“How do I need it?” “In what format?”

28.
28
Back to Keith…
Brands/products
promoting
togetherness,
connection
Brands/products
promoting individuality
Messages centred on
people-first,
maintenance of status
quo
Messages centred on
goals, solutions &
improvements
Communication format
focused on facts,
figures, logic
Communication format
focused on big picture,
visual content
“I’m a Warrior. I resonate with
disruption and independence. I’m
highly task focused and high paced
and I thrive on visual content”.

29.
29
www.boxcleverconsulting.com
4th Floor, Victoria Wharf, 4 The Embankment,
Sovereign Street, Leeds, LS1 4BA
danyoung@boxcleverconsulting.com

30.
Q & A
Ray Poynter
NewMR
Dan Young
Boxclever Consulting

31.
Sponsors
Communication