What is Personality?

Describe yourself.

Asking someone to do that will lead to all sorts of responses. The odd person might tell you their age, gender, and where they live. Most people will tell you about their personality; whether they like to be around people, whether they like to try new things, whether the are happy with their life, whether they are successful at work.

Marketers currently describe people by their demographics, but people describe themselves by their personality. There’s a good reason for people to do that - personality predicts behaviour much better than demographics do. From someone’s personality we can tell what kinds of activities and brands they might like, whether they are studious or practical, whether we would want to be around them or not.

Personality models are a way of both explaining what makes an individual unique, and simplyfing it so that we can tackle the question. Asking someone to describe themselves leads to too many answers, so we create a questionnaire that measures it in an accurate and reliable way instead. We use the Big Five model of personality, which has been the dominant model in both commercial practice (e.g. the NEO-PI-R) and academic research for the past 20 years.

The five factors are: Openness, Conscientiousness, Extraversion, Agreeableness and Emotional Stability.

Since we are collecting information that makes individuals unique, we take their privacy extremely seriously. All participants in our questionnaires allow us to use their data on the condition that we anonymize and aggregate it. We never sell access to individuals - instead we create insights and models from their data.