• Conversion price crash
    Personality-based targeting cuts the cost of acquiring fans. The Preferences Tool was used recently by London-based agency I-spy Marketing in a Facebook fanning campaign targeting 16-17 year olds for an ...
  • Get inside the customer's head
    Get inside the customer's head
    Preferences is the tool that mind-reads audiences. Take the demo tour at www.preferencetool.com
    It's based on 4 years of scientific research at Cambridge, and a database of over 6 mn personality profiles.

Character of Christmas

Christmas has a character, and our Personality Tools have been busy revealing it.

Let's start with Santa Claus. He's a conservatively minded disorganized individualist. Of course.

That's not the same as Christmas. The season scores opposite to Santa on team working: whereas Santa skews for go-it-alone competitive individualism, the Christmas spirit is all about sharing and caring for one another. Santa is in orange, Christmas is in blue.

Similar personality profiles to Santa are scored by his friends such as Bugs Bunny, Yogi Bear and Donald Duck. But the surprise is that US Insurance Brand Aflac , with its identity built around a cuddly cartoon Duck, is actually the closest object on the web to Santa, in psychological terms.

Now what's the betting that, come Christmas, Aflac finds its customers just a little easier to secure?