Openness distinguishes liberal and artistic people from conservative and traditional people. The Openness trait includes both being open to new experiences (new foods, new places) and open to new ideas (artistically, philosophically). If you have a revolutionary product, it would be best to target those high in Openness. If your product is tried and tested it would be best to target those low in Openness.
Example question: I get excited by new ideas.
| Low | High |
| Down to Earth, conventional, practical, traditional, plan, straightforward, close-minded, prefer familiarity, resistant to change. | Imaginative, creative, intellectually curious, appreciative of art and sensitive to beauty, aware of their feelings, unconventional, individualistic. At an extreme may be prone to following fads. |
Based on our insights from www.PreferenceTool.com
| Low | High |
| Eastenders, Dappy (musician), Kiss 100 (radio), Emmerdale, The Bill, Cher Lloyd (musician), "I hate reading", JLS (musician), "Come on England!", Home and Away, X Factor | Everything is illuminated (book), Bertrand Russell, Allen Ginsberg, Jean-Paul Satre (author), Creative writing, Philip Glass (musician), James Joyce, Existentialism (philosophy), Feminism |
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