SOURCE: MotiveMetrics

June 30, 2015 08:00 ET

New Industry Data Challenges Marketers' Assumptions About Followers' Personality Traits

Science Reveals Non-Conscious Purchase Motivations

PALO ALTO, CA--(Marketwired - Jun 30, 2015) - MotiveMetrics, a SaaS platform that uses the science of personality to improve marketing results, today released new indexes that reveal key personality traits of buyers across several industries including media and communications, technology and retail. According to Kyle Thomas Ph.D., Chief Scientist at MotiveMetrics, "Until now, it was impossible to reliably and easily uncover purchase motivations. Traditional market research and analytics simply cannot get at the non-conscious decision-making processes where personality traits trigger buying behavior."

The company recently conducted a survey of more than 125 marketers (31 percent CMOs), asking how they would characterize the personality of their company's Twitter following. The findings demonstrate that most marketers are not able to accurately identify the key personality traits that trigger purchase decisions. While more than half (62 percent) of respondents indicated their following was susceptible to discount offers, MotiveMetrics data shows that only 12 percent respond to discount offers. In fact, 79 percent of the followers were coupon-averse; meaning at best they aren't swayed by a coupon, and at worst, are turned off by products that are marketed with a coupon.

In addition, marketers from the media and communications industry characterized their followers' personality type as passionate, engaged, artistic, creative and design-conscious, whereas the MotiveMetrics industry index found that they are actually finance-savvy, sales-averse, deliberate, humble and indifferent to fashion. Likewise, retail marketers characterized their followers as smart, self-assured, loyal and passionate, whereas the MotiveMetrics industry index shows them to be indifferent to prestige, wanting to make choices that please others, agreeable and submissive. For a complete look at the new industry data captured in the survey, please visit: http://www.motivemetrics.com/new-industry-survey-data.

Currently, motivations are hard to accurately assess and research methods are often cost prohibitive. Survey respondents indicated their primary methods for identifying purchase motivations are post-campaign analysis (56 percent), qualitative research (45 percent) and behavioral tracking (44 percent). Of these, qualitative research is the only method that can offer predictive insight into what motivates people. However, such research is also the most expensive, and often those findings cannot be scaled in a scientific way to apply to a large group. By analyzing a person's or group of people's written communications (e.g., texts, Tweets, email), the social scientists at MotiveMetrics have developed technology that provides quantitatively validated insights about customer buying motivations at a fraction of the time and cost of qualitative research.

By using MotiveMetrics software to assess marketing messages, major brands and agencies have found new ways to connect with their customers. "We are in the business of using empathy to connect our clients with their customers. MotiveMetrics has been invaluable to us in helping craft that empathy by providing Connelly Partners and our clients with frighteningly accurate customer behavior insights," added Steve Connelly, President and Executive Creative Director at Connelly Partners. "The trait data MotiveMetrics provides us is fueled by psychology and generates both effective marketing messages and exceptionally lively discussions with our clients. It is, for us, marketing gold."

About MotiveMetrics
MotiveMetrics uniquely blends social science, computer science and market research into a SaaS-based software platform that delivers a deeply accurate understanding of customers' non-conscious purchase motivations in order to inform content -- specific words, phrases, images -- that trigger those motivations resulting in improved effectiveness of marketing programs with a measurable ROI. The company is based in Palo Alto, California.

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