Overview
Follow this guide to learn about the Personality tab in an Audiense Insights report.
Powered by IBM Watson AI, the Personality tab provides insight into the psychological characteristics of your audience by analyzing their publicly available language and online behavior. These insights help you better understand not only who your audience is, but also how they think, what motivates them, and what types of messaging are most likely to resonate with them.
The Personality tab is divided into three primary sections:
- Big Five Personality Traits (OCEAN)
- Needs
- Values
Together, these insights can help inform content strategy, campaign messaging, product positioning, and brand communication.
Understanding the Personality Tab
The Personality tab provides a high-level view of your audience's personality characteristics and decision-making tendencies.
Using IBM Watson AI, Audiense analyzes patterns in publicly available language to infer psychological traits across your audience. Rather than describing individual users, these insights represent trends across the selected audience or audience segment. These findings can help you better understand how your audience communicates, what motivates them, and how they are likely to respond to different messaging approaches.
Big Five Personality Traits
The first section of the Personality tab presents the Big Five Personality Model, commonly referred to as the OCEAN model.
The five dimensions include:
| Personality Trait | Description |
|---|---|
| Openness | Indicates an audience's openness to new experiences, creativity, and curiosity. |
| Conscientiousness | Reflects organization, planning, responsibility, and self-discipline. |
| Extraversion | Measures sociability, enthusiasm, and preference for social interaction. |
| Agreeableness | Represents cooperation, empathy, trust, and consideration for others. |
| Neuroticism | Indicates emotional sensitivity and how individuals respond to stress or uncertainty. |
Together, these five personality dimensions provide a broad understanding of how your audience engages with the world and makes decisions.
Needs
The Needs section identifies the characteristics of products, services, or experiences that are most likely to resonate with your audience. Rather than describing personality, these insights focus on the preferences that influence engagement and purchasing behavior.
Understanding your audience's needs can help you:
- Develop more relevant messaging.
- Improve customer experiences.
- Create products and services that better align with audience expectations.
- Tailor marketing campaigns to audience preferences.
Values
The Values section highlights the underlying motivations that influence how your audience makes decisions. These values provide insight into the broader principles that shape audience behavior and can help guide:
- Brand positioning
- Campaign messaging
- Customer communications
- Content strategy
Personality-Based Messaging Recommendations
The Personality tab also includes recommendations to help translate personality insights into practical communication strategies. A downloadable Personality-Based Messaging Guide provides recommendations for developing messaging based on both the high and low ranges of each Big Five personality trait.
The guide includes suggestions related to:
- Tone of voice
- Visual style and aesthetics
- Semiotics
- Language choices
- Brand positioning
These recommendations can help create messaging that more effectively resonates with your target audience.